Ireland to curb alcohol ads

Alcohol consumption per person increased by 50% in the 1990s

Ireland has announced plans to limit advertising for alcoholic drinks, in an attempt to tackle the country's drinking culture.

Irish Prime Minister Bertie Ahern on Monday said his government planned to ban advertisements for alcohol on television and radio before 2200 hours.

New legislation will also ban advertising on public transport, in youth centres and at sports events where underage people are present, as well as putting an end to "happy hours" promotions.

This abuse of alcohol has become a serious matter in our society

Bertie Ahern
Irish PM

There have been increasing concerns about the growth of the drinking culture in Ireland which is said to have led to a rise in crime and street fights.

Mr Ahern also said the problem was costing the country more than 2bn euros a year in lost productivity and other costs.

Within the EU Ireland is now only second to Luxembourg in consumption of alcohol per head, he said.

Irish President Mary McAleese recently called her fellow countrymen's attitude to drink "unhealthy" and "sinister".

Advertisements for alcohol currently face few restrictions and are highly visible around the country.

The restrictions come close on the heels of an announced smoking ban to be imposed in pubs and restaurants from next year.

Social problems

In his speech to members of the drinks industry, Mr Ahern also called on companies to support a ban on "alcopops", which are more specifically aimed at young people.

The Irish leader said the government would also ask the European Commission to recommend health warnings on alcoholic drinks.

Mr Ahern said he expected the EU's support in tackling what he called "serious social problems arising from greatly increased levels of alcohol abuse".

"The problem involves a particular attitude to drink that has become widespread in our society. This attitude prioritises drinking to get drunk and binge drinking, rather than having a few social drinks with friends," Mr Ahern said.

Between 1989 and 2001, alcohol consumption per person in Ireland increased by almost 50%, as it decreased in 10 other EU states, he said.

"Drinking patterns have been influenced by changing lifestyles and expectations, more disposable income and a strong focus on consumerism," he said.