Professor Joe Barry:

To respond to Deputy Colreavy, one of the strategies is community mobilisation. There has to be an element of people working through within themselves what are the potential unintended consequences of all this. What we are talking about here is sponsorship and high profile bombardment by the large alcohol companies of the major sporting bodies. There are different issues when it comes to local clubs. People suffer hugely because of alcohol-related problems. For some it is a matter of shame. Nobody will go public on this issue. I am not exaggerating but the problem is huge within the health service. There are also social impacts. There are evidence-based strategies that work. This country needs them more than most because of our drinking patterns.

I will not say further negative things about the industry, but the committee must hear about the impact there has been. Members will be aware of it from their own work.