Gaining health : analysis of policy development in European ...

Chapter 4
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The national lifestyle survey reported an increase between
1998 and 2002 in the number of people drinking six or more
drinks on one occasion. An interesting aspect of the report is
that it gives economic data relating both to the amount spent
on alcohol and to the cost of dealing with alcohol-related
problems, estimated to reach over €2650 million in 2003.
In examining implementation of the 2002 report, the Task
Force found that increasing the price does indeed reduce
drinking and that legal measures had been taken to restrict
drinking, particularly among the young. Workshops on
responsible sale of alcohol were being organized for staff
working in bars and off-licences, with particular focus on
restricting the availability of drinks to young people.
In 2003, the Drinks Industry Group established a company
to check advertisements. The industry also revised the
Code of Practice on the Naming, Packaging and Promotion
of Alcoholic Drinks, and the Irish Sports Council produced
a code of good practice to keep children from harm.
The issue of drink–driving got a positive response from
the public. The legal provisions for testing for drink–driving
were tightened, and a designated driver programme was
launched. A three-year alcohol awareness programme was
implemented by the Health Promotion Unit from 2001 to
2003, and the Department of Education and Science made
the provision of health education mandatory on the school
curriculum at primary and junior levels. The seriousness of
the attempt made to prevent the sale of alcohol to minors
was indicated by the number of prosecutions and the levels
of convictions and closure orders in all regions (36).
Information continued to be improved, particularly through
the national lifestyle surveys and, following the 2002 report,
the Health Promotion Unit commissioned a national survey
to evaluate public attitudes to alcohol policy changes. There
was strong support for protecting children and reducing
drink–driving and little support for greater availability, with
only 8% wanting longer opening hours.
The 2004 report reaffirmed the overall public health approach
and set quantified targets for the reduction of per
capita alcohol consumption. The report builds on the recommendations
of the 2002 report, further refining recommendations
where there is evidence of effectiveness. It also
recommends continued support for NGOs, including the
new Irish National Alliance for Action on Alcohol.
In July 2005, a Working Group on Alcohol was established
to mobilize the various stakeholders through social partnership
to achieve targeted and measurable reduction in
alcohol misuse. The DoHC has negotiated a voluntary code
of practice with the advertising and drinks industries and the
communications sector, relating to the content and placement
of alcohol advertisements. This is to be overseen by an
independent monitoring body (4). Finally, there are attempts
to develop alcohol policies in settings such as colleges (37).
Despite these positive actions, alcohol consumption, which
has risen so quickly in recent years, is not back down to
the levels of ten years ago. There is a feeling among public
health experts that much more could be done. The close
involvement of the drinks industry, on which they themselves
insist, means that they are well versed in damage limitation.
In the words of one respondent interviewed, “They
know what’s coming and are ready to mitigate its effects
on the drinks industry even before it happens”. Alcohol is
increasingly accessible in garages and supermarkets, special
offers on alcohol are still permitted, and there have been
no big increases in alcohol tax to match those on tobacco.
One reason offered by respondents was that politicians still
hold their clinics in pubs and are beholden to the drinks
industry.
Case studies: policy development in countries for tackling noncommunicable diseases