Drink ads come under Stormont microscope

The Stormont Executive is to analyse the influence of advertising and the marketing of alcoholic drinks on young people in its strategy to tackle alcohol abuse, Health Minister Bairbre de Brun confirmed today.

The Minister was responding to a question from SDLP member John Dallat about the techniques used by companies to promote their drinks.

Mr Dallat said the majority of those in the drinks trade were ‘‘decent and honourable people’’ who shared his concerns.

But he argued some of the marketing techniques to promote drinks such as ‘‘two for the price of one, happy hours or other attractions such as prizes and awards’’ could be a cause of increased alcoholism in society.

‘‘Will the minister ensure that there is very close monitoring of such promotions in the drinks trade, so that her department can take appropriate measures to counteract such practices?’’ he asked.

Ms de Brun said she shared his concern and vowed her department’s strategy for reducing alcohol abuse would commit resources to the research analysing and assessing ‘‘local drinking patterns and behaviours’’ including the influence of marketing techniques.