Eamon Ryan (Dublin South, Green Party)

I appreciate the variety of comments on this crucial issue. There is clear recognition across all parties that there is public interest in our reducing our consumption of alcohol; it is as simple as that. This can be achieved in part through a reduction in availability and advertising and through greater education on more responsible consumption of alcohol.

The issue is cross-departmental and is being treated as such by the Government in that the Ministers for Justice, Equality and Law Reform, Health and Children, Education and Science and others have a clear role in formulating co-ordinated Government policy across a range of different areas. Members will be aware that the Minister of State at the Department of Health and Children, Deputy Wallace, is due to launch new codes on alcohol marketing, communications and sponsorship at the beginning of July 2008. Such codes must be adhered to and this is the approach the Government has taken in this area. Existing and future codes are planned to dovetail with the analysis and strategy of the Department of Health and Children, which has a central role in determining our response in this area.

A significant element of the new codes will be the placing of an upper limit of 25% on the volume of all alcohol advertising. Thus, alcohol advertising will be limited to no more than 25% of space or time on any occasion across all Irish media, including television, radio, cinema, outdoor advertising and print.

While I understand the intent of the amendments, my line is to follow the co-ordinated Government strategy and to dovetail this with the recommendations of the alcohol advisory group established by the Minister for Justice, Equality and Law Reform in January 2008. The resulting legislation, the Intoxicating Liquor Bill, was introduced yesterday.

There is a co-ordinated approach and the codes we are establishing will follow the line taken by the Department of Justice, Equality and Law Reform and the Department of Health and Children. This is the appropriate approach because those Departments, particularly the latter, have expertise regarding the health implications. The codes also provide strong direction to the effect that alcohol advertising should not be carried out during any programme that would have a large audience of children. If there are any weaknesses in this regard, we will support the further strengthening of the codes.

I understand the satellite broadcasters broadcasting into Ireland and inserting advertising have agreed voluntarily to follow the codes applied here. Senator Quinn is absolutely correct that we do not have statutory control over them. We have tested this in the European Union and have failed to achieve agreement thereon. I met my UK counterpart and stated we want to work with the United Kingdom. There is provision in the new EU regulations to allow us to work with the United Kingdom to ensure that codes on alcohol advertising are adhered to across national boundaries. Work is being done in that regard.

There will be further tightening of alcohol advertising and general marketing guidelines in the areas of sponsorship, print media and elsewhere in recognition of the fact that our alcohol consumption has serious consequences. This is a subject for consideration by the Government rather than by my Department alone.