Enda Kenny (Mayo, Fine Gael) | Oireachtas source

The points made by the Deputies are very valid. The Government considered this matter carefully before it arrived at this decision. Discussions have been going on here for six years. Sponsorship cannot be considered as an isolated issue. It is directly related to marketing, advertising and other forms of promotion. That is the problem. That was identified clearly by the working group that dealt with 19 different serious submissions, which are published on the website. That is why the Government looked at this in a comprehensive way. It dealt with promotional activities, labelling, outdoor advertising, television and cinema advertising and sponsorship. As Deputies are aware, a number of channels come in on people's mobile phones, tablets and televisions from other countries that have different standards. One cannot just block out an advertisement that suddenly goes beyond the jurisdiction of its own country.

It is clear that alcohol marketing has a very important role in fostering consumption of alcohol. A range of studies have shown that young people who are exposed to alcohol marketing are more likely to start drinking at an earlier age or, if they are already drinking, are likely to drink more. These points have been made by Deputies. That is why the Government has now decided to act in respect of minimum unit pricing; availability and affordability; and marketing, advertising and sponsorship.

Deputy Martin said we did not have a discussion here. No, we did not. We have had discussions for six years. We are now at the pre-legislative scrutiny stage. I guarantee the Deputy that everybody will have an opportunity to state his or her case. When the Bill comes back here, there will be full discussions at the committee and back in the House.

Deputy Higgins made a good point. It is true that much of the advertising seen on television is technically brilliant, very artistic and full of movement and energy. That is exactly the reason the Government intends to regulate marketing and advertising. Drink can be advertised, but young people cannot associate alcohol with being impossibly thin, beautiful or world-famous. Equally, the laochraí of the past and the wonderful things that happen in sport cannot be directly associated with the consumption of alcohol. That is where the regulation of marketing and advertising, about which Deputies have made points, will take place. Just because drink is advertised, it will not be possible for it to be associated in young people's minds with prowess on the sporting field or the athletics track, with accuracy or with all of these other things. That is exactly why the regulation will be introduced for marketing and advertising.

While it will be possible for festivals to be supported in terms of sponsorship, the marketing and advertising associated with that will not be focused on young people being all-achievers as a consequence of alcohol consumption. The same thing will apply to cinemas and other places where this will apply. The Government has made a series of decisions here with particular reference to labelling, general health, the carrying of identification, minimum unit pricing, affordability and accessibility. All the studies show that this will have an impact on young people and, in particular, vulnerable people. For those who might be more experienced in drinking in terms of their years, it is not going to have an undue impact on the current situation where the alcohol consumed is of a level where people appreciate its quality. In that sense, I think the pre-legislative scrutiny will give Members and other groups an opportunity to state their case.

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