Alcohol ads in sport face ban to fight teen drinking

ALCOHOL advertising in sport could be outlawed within three years to help eliminate high levels of drink abuse by teenagers.

The recommendation, which could have serious sponsorship implications for GAA and rugby in particular, will be put to the Government next week by an Oireachtas sub-committee.

The Joint Committee on Health and Children will also urge the Government to take an initiative in seeking an EU directive in severing links between the drinks industry and sport, particularly where advertising impacts on children.

The proposed ban, which could affect the Guinness-backed hurling championships and Heineken's association with rugby's European Cup, is one of 10 key recommendations put forward by the committee in its report, Alcohol Misuse by Young People.

The influential health sub-committee is headed by Deputy Batt O'Keeffe who, during his previous tenure of two other Oireachtas bodies, recommended the smoking ban in pubs and the levy on plastic bags. The Cork TD was not available for comment yesterday.

However, a leaked copy of the report revealed the committee was highly critical of the drinks industry, in particular vintners.

Tánaiste Mary Harney's department will be called on to impose a maximum price control on current highly expensive non-alcohol drinks. The report indicated such a recommendation was absolutely necessary as the drinks industry was not regulating itself properly and price fixing should be taken out of its hands. The committee also recommended a large increase in the price of "designer drinks" to reduce consumption.

The report's findings, to be released on Tuesday, are based on written and oral submissions to the joint committee over the past 18 months from bodies as diverse as Accident & Emergency hospital consultants to the drinks industry and the Pioneer Total Abstinence Association.

With a number of State agencies responsible for health promotion, education and controls on under-age drinking, the joint committee also proposed a radical shake-up of the system. It advocates the setting up of a state-funded and properly co-ordinated National Alcohol Control Centre.

The committee was disappointed to find the Health Promotion Unit's efforts at deterring under age drinking was a "hit and miss" experience countrywide.