Dr. Lorraine D'Arcy:

I am happy to respond on the question on imagery. Car advertisements on our television screens show large cars moving freely through an environment with no traffic or congestion, and no other road users. It is about getting there faster. It is all very sexy. A lifestyle is being sold but it does not reflect the reality.

We have had a huge increase in the number of SUVs and larger vehicles recently. If we are to be climate conscious and conscious about the amount of energy powering cars, be it electric or based on fossil fuels, why do we need two tonnes of vehicle to be moved to buy a pint of milk? Is that energy efficient?

We must also consider sedentary behaviour and the influence it is having on our physical activity levels as a nation. A total of 11% of all premature mortality in Ireland is caused by physical inactivity. We have a sedentary population and an obesity problem. It is not just about our body mass but also about our concentration, cognitive ability, physical and mental health, and community health. It is particularly the case with community health. A lack of social cohesion and loneliness are estimated to comprise an even bigger killer than smoking. When we leave our houses and get into our cars, we do not meet anybody else. We get out of the car at the opposite end of our journey. However, if we walk, cycle or take public transport, we meet our neighbours and are more connected to our community, and therefore we have greater health and wellness.

This is backed up both in Ireland and internationally by our statistics. In regard to big vehicles, high fronted vehicles are far more dangerous for pedestrians and cyclists. If people are hit by an older, lower fronted car, their legs are hit and they are tipped onto the bonnet. Their core body did not take the impact. However, if hit by an SUV, a jeep or any larger car, the entire body takes the impact and they are much more likely to die even if hit at a lower speed. These are things we must consider. Mindful guidelines must be given around advertising in the same way as was done with other public health issues.