Jim Walsh (Fianna Fail)

I will be brief. Around the House we are ad idem on the dangers of drink advertising. I was generally supportive of Senator O'Reilly's amendment, particularly when reading subsection (4) which deals with junk food. The Minister of State has clarified this pretty well in that under section 42(9), the advertising code remains operative. As such, the introduction to section 42 allows the authority to amend and revise the code.

It may be argued that the code requires strengthening in areas but that is a different argument. The main thrust of what is being indicated, particularly in Senator O'Reilly's submission but also in the general sentiment, is covered by that. My understanding is there are very heavy penalties of up to €250,000 for non-compliance with those particular sections.

On reflection, we might give some credence to the existing advertising code which prohibits, for example, the advertising of vodka, whiskey, tequila, rum, gin and brandy which is in excess of 25% alcohol content on broadcast media. One could argue this should apply to drinks with less than 25% alcohol content.

Equally, Senator White's comment is relevant in that this will really only apply to the Irish broadcast media, although we have a plethora of multinational and foreign channels beamed into this country. That will uncover all this quite legally. There is probably a balance to be taken on this. That the code exists satisfies me that there is provision for the authority to strengthen the advertising code, which I would like to see. Any initiative taken should at least be comparable with that taken in regard to junk food, as the same or possibly greater risks and damage to exposed children would be evident in the case of alcohol.