Mayo's Pádraig O’Hora says alcohol companies are contravening the law

Padraig O'Hora of Mayo before the Connacht SFC semi-final match against Roscommonat Dr Hyde Park. Picture: Piaras Ó Mídheach/Sportsfile

Mayo footballer Pádraig O’Hora says alcohol companies are contravening the law by promoting alcohol-free products at sports events.

On RTÉ TV’s “Up Front” programme last month, the Ballina Stephenites man claimed they were using their zero percent alcohol drinks as “a loophole” to get around the advertising ban on sports fields.

O’Hora has now gone further and claimed the practice undermines Section 15 of the Public Health (Alcohol) Act. 

“There’s a law there anyway. They’re breaching the law anyway. They’re using 0.0 application to get around it but they’re still in breach.

“But its powers above me that should be holding them accountable. That’s my opinion on it. That’s my stance. I don’t think they should be marketing towards young people through sports.” 

An alcohol brand could feature on the Croke Park advertising hoardings on May 4 when Leinster host Northampton Saints in the Champions Cup quarter-final, although supporters will not be permitted to consume alcohol in their seats as per the GAA’s match-day policy.

Pictured is Mayo footballer and autism advocate Padraig O’Hora at SuperValu’s launch of the All-Ireland Senior Football Championship. Picture: ©INPHO/Dan Sheridan

O’Hora is uneasy about the strong sponsorship association between alcohol products and rugby. 

“Guys look up to them rugby players the same way they look up to GAA players, the same way they look up to tennis players, it doesn’t matter.

“My thoughts are with the young people. That’s where it is. If they can associate a role model with something negative, be it alcohol, be it gambling, whatever, that’s where I see the issue and I just prefer really if we could take it off the table.

“It’s not like the law isn’t actually already there. There are amendments made there anyway. It’s just whether they actually take a stand and whether they are willing to tackle such big companies or not. That’s up to somebody else at a bigger desk. It’s not like it couldn’t be done as things currently stand.” 

In 2013, Guinness’ 18-year sponsorship of the All-Ireland senior hurling championship ended as the GAA pre-empted the legal restriction on alcohol promotion at their games.

O’Hora commended the organisation’s stance as regards alcohol advertising and revealed his comments last month drew some negativity on social media. 

“The GAA are frontrunners when it comes to (prohibiting) alcohol branding. Credit where it’s due, they’re hugely out in front. They’re PR-active and they’re trying to do the right thing.

“It’s not part of our marketing. But it is heavily involved in other sports. As is gambling – two absolute poisons on society. No benefit has come to anybody from either of them.

“I got a lot of slack from it online, as you always do. But the argument that came back was money. Revenue. I’m not a marketing expert but if there is a gap in the market because you get rid of alcohol branding, someone will fill it.” 

Working with Youth Work Ireland and the Mayo Mental Heath Association, O’Hora stopped drinking alcohol. He has seen the impact abuse of alcohol has had on people. 

“Look, it’s detrimental. It has damaged a lot of lives and continues to do so. It’s something that has impacted my life.

“I gave up alcohol a number of years ago. Huge benefits. Not that I’m an advocate of it. I understand that staying away from alcohol can have huge benefits.”