Ms Kathleen O'Meara:

Deputy Fitzpatrick referred to the smoking rate as being 25% but in fact it is 21.7%.I am glad to say it is lower than 25%. With regard to the type of reduction we want, we want a tobacco-free Ireland. The Minister speaks about a smoking rate in Ireland of 4% in 2025. It is a very ambitious target but we have been making considerable progress, particularly in recent years. If we continue to do all we are doing and more and stay focused on the target we think it is possible. Education is the key as Deputy Byrne stated. The committee will hear from a youth group which has taken part in the exhale programme started by the Irish Cancer Society a few years ago, which is about empowering school groups and youth groups to take on a project themselves. It has been very popular.
I wish to quote very briefly from some of the comments from young people we surveyed. A female teenager stated superslim cigarettes looked really cool and would look really classy on the table. When the participants were shown the plain packs they stated they would stop smoking when they came out because they turn them off completely, that the pictures look awful and disgusting and one would be embarrassed to be seen with them in one's hand. This is what we want and expect. We believe it will work.
We also favour mass media campaigns and more investment in cessation programmes and quit programmes. The quit.ieprogramme is very good but we would like to see many more television advertisements. Some of them are very powerful. I thank Deputy Doherty for her major support and for the inclusion of the quit line number. I agree with the point on positive messages. I also agree with my colleague, Mr. Macey, with regard to retailers. We know they are trying to earn a living like everybody else. On behalf of the Irish Cancer Society, I emphasise we fully believe the legislation will reduce smoking prevalence in Ireland, in particular combined with other measures the Government is taking and intergovernmental measures on the illicit side.

We need more investment in cessation programmes. We need to ensure that illicit tobacco is tackled and we need more public education programmes. I thank the Chairman for the opportunity to be present today and all the members for their support.