Feargal Quinn (Independent)

I do not propose to discuss drugs because I do not know enough about them. However, I disagree with Senator Norris's view on their legalisation. That approach is much too simple, as we have seen elsewhere. The other way to achieve success is to change hearts and minds, as we did in the case of plastic bags. I was interviewed today by the International Herald Tribune about plastic bags and those with whom I spoke were thrilled to learn how attitudes have changed in this regard.

Ireland also has succeeded in changing attitudes to drink-driving, particularly among young people. While there are exceptions, most young people do not drink and drive. We must achieve a similar change in attitude towards alcohol and drugs but this will not be done through legislation alone.

Two years ago while in Salt Lake City my wife and I visited a restaurant with our hosts. When one of us ordered red wine and the other ordered white wine, our hosts told us that this presented a problem because under the city's law one cannot have two bottles of wine on a restaurant table at the same time. We had to drink white wine first and then red wine. Legislation is difficult to enforce but it can be effective, as it has been in the case of plastic bags.

Those in the drinks industry and those trying to encourage people to be more sensible about drinking are operating on an uneven playing field. For the umpteenth time, the old controversy about alcohol advertising is being rehearsed. The anti-alcohol lobby wants drinks advertising banned, while the drinks industry argues that it should be allowed to apply voluntary controls. Both arguments are flawed. A 100% duty should be imposed on all publicity expenses incurred by alcohol companies. This money should be ring-fenced in a fund, which would be used by an independent body to put across an anti-alcohol message to the public. Publicity expenses would cover advertising and promotional bills as well as the administrative cost each company incurs in running a marketing department. It would apply to Irish media expenditure and to an appropriate proportion of expenditure on overseas media whose coverage spills into this market.

At one stroke, this measure would achieve two objectives. It would make available to those who argue against alcohol exactly the same level of resources available to those who promote drink products. Second, since the anti-drink promotion would be controlled by an independent body rather than the drinks lobby, this body would be free to highlight dramatically the downside of excessive drinking which, unsurprisingly, the current industry-sponsored promotional activity does not do.

Spending liable to the 100% publicity duty would extend to sports sponsorship which is widespread and used incongruously to get around the recent restrictions on direct advertising. This would remove at least part of the moral dilemma facing the GAA and other sports bodies which must now sup with the devil to secure the resources they need to develop their respective games. If they knew every euro they received from the drinks industry was matched by a further euro to propagate an anti-drink message, many conscientious members of the GAA would sleep better at night.

Our current approach to this issue is not working and our dependence on drink consumption continues to increase, with negative results on all aspects of society. The question is whether we have the courage to take a decisive step to reverse the process before we are all too sozzled to do anything.

Dr. Joe Barry asked why we have not implemented the findings of the task force on alcohol. Certain steps can be taken. The task force report was issued three or four years ago and we know what must be done. All that is required is courage on the part of the Government which must grasp the nettle and take the action needed.

As Senator Fitzgerald stated, we must change the mindset of the population. We have good examples of achieving this in other areas. We need to take some steps to encourage this change. I do not agree with imposing total bans or with the legalisation and control of drugs, as proposed by Senator Norris. Both views are wrong. Let us see if we can change the hearts and minds of our population.