Professor Joe Barry:

The third study was an across-Europe study and involved 13 longitudinal studies which tracked people over four time periods. It showed that young people who were exposed early to alcohol marketing were more likely to commence drinking earlier or, if already drinking, were more likely to drink more. There was what was termed a "dose response", namely, the more one was exposed the more one drank. The statement that alcohol advertising does not influence behaviour is not true. There is a great deal evidence to the contrary.

The sports bodies and the alcohol industry are incorrect when they state there is no evidence that sports sponsorship by drinks companies influences children to drink. The measures we are hoping will be introduced to break the link between sports bodies and alcohol marketing are a crucial part of our response as a country. We have a big drinking problem and many young people are storing up trouble for themselves and their families in the future. Sport is a very important part of our culture and long may it remain so, but let it not be dependent on alcohol money as seems to be the case. The alcohol industry is making money from sports sponsorship. Those involved on the health side believe there should be reduced alcohol sponsorship of sports. Unfortunately, the sports bodies are very much in the pocket of the alcohol industry, which is a shame. We would like them to take our point of view on board. I appeal to members of the committee, as legislators, to implement some of the recommendations made. Self-regulation does not work, as we have seen to our cost in other areas of public life.

I will be happy to elaborate on any of these points or answer questions.