Mr. Martin Davoren:

Recently, a Scottish study found that children in primary and secondary schools more easily recognise alcohol brands than biscuit brands. We are, therefore, starting to see a real shift in pattern because children of primary and secondary school age are so overly exposed to alcohol advertising through sports, TV advertising, print media advertisements and billboard advertisements. These advertisements are not aimed at a specific group, but at everybody. We see a link between this and what children recognise.