Mr. Barry Dooley:

I reiterate that legislation imposing watersheds will result in a loss to Irish broadcast stations only and ignores the reality that many children watch television after 9 p.m. There are five Irish television stations that are likely to be affected and we query the effectiveness of this measure, particularly among younger audiences.

In response to subhead (3)(c), the imposition of restrictions in outdoor spaces will have an impact on spirit brands which are already banned from Irish television stations. These restrictions could also have a very serious impact on the outdoor media and creative sector.

As for subhead (3)(d), once again, restrictions within the print sector inevitably will result in a negative impact. We ask the question as to what such a proposal is likely to achieve.

In respect of subhead (3)(f), Ireland has some of the strictest and most comprehensive set of codes in the world governing the content and placement of advertising.

I turn to the overall executive summary of the main points. The AAI believes we need policies and codes that strengthen the advertising sector for brands, media, agencies and services. We believe the freedom to advertise within a clear and responsible framework is good for people, business and the economy. We are potentially concerned that plans to impose further restrictions could be counter-productive. We believe a wide stakeholder response to alcohol misuse is what is required rather than a random selection of measures. That said, we support measures that are fairly assessed, can be effectively monitored and will have a positive impact but not measures for the sake of them. I ask members, when considering new measures or restrictions, to think about what they are likely to achieve and whether they will make a difference. We believe everyone should play his or her part. The industry must act accordingly; Governments must legislate fairly and consumers must behave responsibly.

On behalf of the AAI, I again thank the Chairman for the invitation to appear before the committee and hope what I have submitted and said thus far will be of use to it in its work. Advertising supports more than 30,000 jobs and is a sector that is an important driver of business activity. I will be happy to respond to queries or requests for further clarification of the role of the AAI that members may require. I would welcome the opportunity to brief the committee on the Deloitte research findings on the advertising industry and CopyClear, or the CCCI, of which the committee must be conscious when considering the Bill.