Susan O'Keeffe (Labour) | Oireachtas source

The Minister is welcome to the House and as my colleague, Senator Henry, has just stated, his commitment to this Bill also is welcome. I believe this really should be a day that Members recognise as marking the beginning of a change in people's entire attitude and culture of praising alcohol, welcoming alcohol, encouraging people to have another drink and of encouraging people to celebrate with alcohol. While this culture must be changed, that will take an incredibly long time and consequently, anything that can be done that begins to reframe the manner in which people talk and think about alcohol and in which they treat alcohol is welcome.

I reiterate the Minister cannot change entirely the manner in which people view alcohol, which will take a long time as cultural change is slow. However, some aspects of this Bill should contribute to that change. I refer in particular to sponsorship where alcohol is used with regard to sport and musical events. These are two large areas in people's lives where they go out to enjoy themselves and have a good time, to compete and pay money for tickets for events and to then have this associated always with alcohol is a dangerous thing indeed. I remember conducting some research quite a number of years ago when the French authorities decided to ban advertising in sports grounds around the pitch. The authorities there had done their research and believed this was the beginning of something different where one was taking the emphasis away from alcohol. I remember having a conversation with a key marketing person from one of the big drinks companies, who stated I did not understand because they reinvested a lot of their profits in supporting sport. That was the reason the drinks companies gave, that is, it is a good thing that clubs receive sponsorship from alcohol. I could not have disagreed with him more and we had a serious argument at what should have been a social event because I vehemently do not believe that such events should be sponsored by alcohol. Sports organisations and groups must find other spaces and places, as well as other sponsors and it simply is not appropriate. This is particularly the case when, as parents, we ask our children not to drink and then they go off to a match and all they can see around them is alcohol.It is extremely confusing if one is a young person. On one hand, alcohol is being celebrated and lauded while, on the other, one’s parents, teachers and everybody else are telling one not to drink.

Clearly, we still have a problem with young people binge drinking. The quality of what they are seeking is such that they will always go to the lowest shelf in the supermarket and look for the bottle that costs €5, €6 or €7. I am not sure they care what is in it; their decision is driven purely by price. I shudder to think of what is actually in the bottles of spirits some young people are drinking. I do not know whether there is an opportunity for a body such as the Food Safety Authority of Ireland to check the quality and standard of some of the alcohol being sold. I do not know whether such matters fall within the brief of the authority. I have genuine concerns, particularly with regard to cheaper spirits and the damage they do.

We have had public health campaigns and we need more because the cohort between the ages of 13 and 17 is very vulnerable. I have children of my own and I have noted the pressure on them and have seen what happens. The Minister will have heard this point umpteen times in the preparation of the legislation. Perhaps we need to invest at school level in a direct approach to the education of young people rather than relying on a more subliminal approach. If we are to start putting in place this kind of legislation, it needs to be accompanied by some information for young people.

Senator Henry raised the issue of living in a Border county, namely, County Sligo. In this regard, I am concerned about alcohol being smuggled in from other countries and sold cheaply on the black market. The Minister may have observed that already.

I am aware that many small companies throughout the country are investing in craft beer production, and also in Irish whiskey production based on the international standing of the product. It is always very difficult to balance their needs with our culture and the culture of over-drinking. I do not wish the companies ill and believe they have a place. After all, as grown-ups we are supposed to be able to choose what we do with our lives. I do not want to see their industry impinged upon by this legislation and I do not believe it will be. This legislation is important in helping to change the culture to improve the way in which we treat alcohol and address the fact that, as a nation, we are still drinking too much.