The drinks industry is keen to sell its product, however it's bad for business when abused, writes Rosemary Garth.
On so many serious issues today, is seems almost impossible to conduct a sensible, calm, fact-based discussion.
The debate over alcohol misuse sees scores of experts and special interests citing conflicting statistics, which do not seem to support our own direct experience. So, let us start with common sense.
Firstly, prohibition will not work: a ban on alcohol would be a political and social non-runner in any western democracy. A ban on advertising would also be impractical and ineffective.
Secondly, alcohol abuse is a serious problem in Ireland - it is profoundly damaging to the abusers and their families. The anti-social behaviour which can be associated with alcohol abuse and the burdens being placed on our health service are far beyond what should be acceptable in a civilised society.
Thirdly, the drinks industry is keen to sell its products. It should be obvious that it is not in the interests of this industry to see its products abused. The industry manufactures products of international renown, spends considerable sums promoting its brands and can hardly remain sanguine as those who abuse its products undermine all it tries to achieve.
I represent the drinks industry. There is no advantage to us in making profits today from behaviour not acceptable to society in the longer term.
Just as for any other sector, our business case is dependent on being sustainable. That is why the drinks industry in Ireland is putting so much of its energy into promoting the mature and sensible consumption of alcohol.
Quite simply, it makes business sense for the industry to combat alcohol abuse. It is committed to practical measures that will allow the vast majority of us to enjoy a few drinks without having to endure the effect of those abusing alcohol on the services of the gardaí and our A&E departments.
The drinks industry abides by a number of strict self-regulatory codes governing advertising, sponsorship and placement of its products. It also set up the social aspects organisation, Mature Enjoyment of Alcohol in Society, to promote a responsible approach to alcohol consumption.
The drinks industry also set up Central Copy Clearance Ireland which examines all advertising copy for alcohol products. It has an independent board which pre-approves or rejects alcohol advertising copy and ensures that advertising complies with legislation and the industry's voluntary code.
The industry's responsible approach was recently acknowledged by the Government when it agreed not to proceed with the Alcohol Products Bill but instead to establish the Alcohol Marketing and Communications Monitoring Board which will monitor the operation of the industry's voluntary advertising code. This prohibits saturation advertising; the placing of alcohol advertising near schools or churches, advertising on TV when young people are watching and wrapping buildings with advertising.
If we are to tackle issues surrounding alcohol abuse then we must bring together all those who have special knowledge and expertise and who can help bring about change. This approach was recognised with the setting up of a working group on alcohol misuse under the national agreement Sustaining Progress.
For the first time, the social partners including Government, industry, trade unions, community and voluntary sectors focused on developing an effective long-term strategy to deal with alcohol- related harm.
This proposed 29 recommendations aimed at addressing underage drinking, binge drinking and drink-driving. They include the development of local community responses, policies to deal with alcohol misuse in the workplace and a code of practice for the off-trade sector. Excessive taxation increases are not the way forward. When we look at the experience in other jurisdictions where tax on alcohol is increased we see glimpses of what happened during prohibition in the US. It encourages illegal, unlicensed and untaxed activity.
High taxation countries such as Denmark and Finland have recently taken measures to bring down their levels of alcohol taxation. They found that their high taxes may have reduced levels of alcohol purchased in the state but that was offset by an increase in purchasing abroad either legally or illegally.
It would do nothing for the health of the nation if we encouraged boot-legging, smuggling and illegal unregulated manufacture. Ireland already has the highest levels of excise duty in the EU for beer and wine and the second highest for spirits and cider. This has not prevented alcohol misuse.
The drinks manufacturing sector plays a vital role in the Irish economy, supporting over 6,000 jobs directly with many thousands more employed indirectly. Exports account for €1 billion. The importance of the home market to the sector is highlighted by the fact that 84 per cent of the Irish beer market, 56 per cent of the spirits market and 92 per cent of the cider market is supplied domestically.
The sector contributes over €1.02 billion to the Exchequer each year in terms of excise receipts, this represents over 20 per cent of the total amount received by Government. When VAT, income tax and other taxes are included the figure rises to over €2 billion.
The industry is committed to finding new ways of discouraging the misuse of its products. Alcohol abuse is not the fault of Government, manufacturers or retailers alone, but all can and should play a part in finding solutions. The problem lies with people choosing to drink too much.
If we really wish to change attitudes and behaviours about alcohol misuse then we as consumers, parents or citizens need to lead by example.
Rosemary Garth is director of Drinks Manufacturers of Ireland (DMI).