The drinks industry is determined to play its part in curbing alcohol abuse, writes Fionnuala Sheehan of MEAS.
Against a backdrop of unprecedented economic and social change in this country, specific patterns of drinking must be tackled. Of particular concern is the growth in crash drinking and a culture of drinking to get drunk among some young people, as well as the increasing consumption of alcohol among those who are underage, much of which occurs in unsupervised settings.
A final area of concern is the cultural acceptance of drunkenness, and of drink-driving, notably by those in the older age bracket.
The problem is complex and requires a multifaceted response. The best way to minimise the harms related to alcohol is in partnership between Government, local authorities, service providers, the Garda, members of the public and the drinks industry.
Some people, understandably, are sceptical about the intentions of the industry, and about MEAS, which is funded by the industry. I can only hope they will suspend their disbelief until such time as we have been able to prove our credentials, which I am determined MEAS will do.
MEAS is dedicated to raising standards in the industry's sale and marketing practices. The MEAS Code of Practice, launched last week, has a particular focus on the naming, packaging and promotion of alcoholic drinks. It aims to ensure that alcohol is sold only to persons over 18 years, and that alcohol is promoted and sold in a socially responsible way. There is broad "buy-in" to the code from industry and other relevant organisations/companies.
The code is overseen by a five person Independent Complaints Panel representing key stakeholders, including the National Parents' Council Primary, and failure to comply with its decisions will involve a range of sanctions, including referral to the Garda authorities when licence renewal or transfer arises. Decisions of the panel will also be made public by way of press statements. This code is for the public and I want the public to use it.
Complementing the code is Central Copy Clearance Ireland, established in 2003 in collaboration with the advertising and media industries. CCCI pre-vets the content of alcohol advertisements prior to airing or publishing to ensure compliance with relevant codes - thereby addressing legitimate concerns that an advertisement complained of continued to appear until the appropriate authority adjudicated on it. The number of complaints has reduced substantially since its establishment a year ago. Some got through the CCCI "net" recently and lessons are being learnt.
Good progress is also being made in the establishment of a professional training programme for bar servers and alcohol traders, and this will ensure that training when mandated as a condition of licence issuance or renewal is available to a high standard.
For the first time in Ireland, starting in the summer of 2003, responsible drinking advertisements were broadcast on television and supplemented by advertising on other media (outdoor posters and on buses).
MEAS has also collaborated with the Union of Students of Ireland to bring messages about excessive drinking to third-level students nationwide through eye-catching posters and through music and comedy performances.
And because the research shows that parents have the greatest influence over the drinking habits of their children, MEAS commissioned respected experts to develop a parents' guide on alcohol which has been widely circulated and well received.
There is evidence that alcohol is bought by over-18s for passing on to minors, and that minors purchase alcohol with false ID. The 2003 Intoxicating Liquor Act provides for a plethora of proof of age cards and the requirement that they be produced only by those aged 18-21. This is an inadequate response to a serious problem, and the apparent ease with which one can circumvent the ID provision promotes, among minors, a worrying disregard for the law.
Moreover, a lack of "joined-up" thinking, if not addressed, will result in us having a health smart card, a driving smart card, etc. A smarter approach, which would more effectively address access to alcohol by minors, is the upgrading of the Welfare Services Card to a universal public services card. It would be available to all, have an inherent value (entitlement to welfare services, free travel, etc) and be less likely to be parted with.
The marking of all alcohol containers to enable identification of those outlets that sell drink to minors has been resisted by the industry, and this was cited with concern in a recent Irish Times editorial (May 27th). The key problem is that the evidential value is limited. The product in the hands of the minor may have been purchased by a parent and taken from the home fridge by the minor. This measure is only of use if one makes the legal presumption that the person in possession of the container bought it. This, it seems to me, is a step too far. And bear in mind that licensees are now responsible for allowing alcohol to be consumed within 100 metres of their premises.
Much more needs to be done. People in general need to be educated on how to drink responsibly. As a first step, levels of information need to be raised about the impact of alcohol on the body; many people are unaware of the strength of their regular drinks.
This is an area where collaboration between public health and the industry would be useful. The industry can help by incorporating information concerning the number of standard drinks on an alcohol container and/or on material at point of sale.
For such an initiative to have value, however, it would need to be supported and located within a broader public information campaign on sensible drinking guidelines and drinking behaviour.
• Fionnuala Sheehan is CEO of MEAS (Mature Enjoyment of Alcohol in Society Ltd) which was established in late 2002, and is supported by the country's main drinks producers, the Licensed Vintners' Association, the Drinks Industry Group of Ireland and the Vintners' Federation of Ireland.