Mr. Chris Macey:

Deputy Ó Caoláin asked how we can estimate a 10% increase in tax will reduce obesity by 10,000 people. This is generally recognised to be the most comprehensive study of its kind to have ever been carried out in Ireland. Data on purchasing activity was used to assess the impact on consumption and then nutritional data was used to assess the impact that would have on reducing weight. Clearly, it is an estimate and the only way we will ever find out how effective this tax would be is to impose it. The industry argues there is no evidence but the only evidence one can have is to bring it into effect. The study also examined what has happened in other countries and it found that a tax below 10% raised revenue but did not affect behaviour whereas a tax of more than 10% affected behaviour and reduced obesity rates. I can get a much more detailed answer on that to the Deputy if he wishes.

Deputy Fitzpatrick asked how we can solve the obesity crisis. There is no short answer to that but the first thing we have to do is make healthy food cheaper and unhealthy food more expensive. We have a man who had a heart attack last year who said he used to eat fast food five times a week. He has cut this down to three times a week because it is cheaper to get a pizza from a takeaway than to cook a pork chop and boiled potatoes for his family of an evening. That is an issue. The other factors are not necessarily about spending money. We have to restrict the power of the multinational marketing industry. Some of the best brains in the world are targeting children. One estimate is that for every healthy food advertisement a child sees, he or she sees 99 unhealthy food and drinks advertisements. People then comment on personal responsibility and ask why children and adults cannot see beyond all this marketing but it is impossible. They are bombarded by it and there is no way out.

The third factor is information. Half our teenage girls have been on a diet, which is an incredible statistic. That is terrible in its own way but they are not even allowed to see front of pack labelling that will show them the amount of calories they are taking in. The State is protecting the multinational processed food industry from the public rather than the other way round. That has to be wrong and we have to challenge that. We are back before the committee asking for the same measures as last year. Another year has gone by and nothing has been done.