Oireachtas Joint Committee on Health and Children. Presentation by MEAS/ drink aware .ie 1 December, 2011. Areas where MEAS has some Experience and Expertise. Alcohol Regulation at the Retail level Training in Responsible Serving of Alcohol
Presentation by MEAS/drinkaware.ie
1 December, 2011
Current Regulatory Architecture
Laws of the
Codes re.Placement of Alcohol Advertising and
Individual AlcoholCompany Codes
Intoxicating Liquor Act, 2008
Civil Law (Miscellaneous Provisions) Act, 2011
Re. Placement of Alcohol
Voluntary ASAI Code*
Re. Content of
Code on Naming,
Packaging and Promotion of
Voluntary RRAICode on Structural
Separation, Advertising and Training
Reports to Minister
Central Copy Clearance Ireland
Chair of RRAIreports to
ASAI Code is concerned with practically all Commercial Advertising in all media.
The current multiple codes situation is sub-optimal.
A multiplicity of codes creates
ASINGLE CODE GOVERNING ALL PURCHASING CHANNELS AND AREAS OF ACTIVITY IS NEEDED.
SANCTIONS NEED TO BE STRENGTHENED – Need for a
CO-REGULATORY Code, with STATUTE governing PRICE based Promotions
allows the Minister for Justice to develop a code or approve a code.
Training in the Responsible Selling and Serving of Alcohol
VOLUNTARY TRAINING PROGRAMMES
OBLIGATORY TRAINING REQUIREMENT
Distance Sales – area of concern
Initial drinkaware.ie advertising campaign (November 2006 – May 2007
Targeted 18 – 29 year olds
Develop a programme to encourage 18-24 year olds to reflect on our relationship with alcohol.
Facilitate the exploration and communicationof messages by young people to young people in young people’s media.
channels to facilitate peer
to peer messages about
Meeting shared objectives:
MEAS / drinkaware.ie
Promoting responsibility among those who choose to drink.
Digital Hub Development Agency
Developing and supporting digital media in Ireland.
Third Level Colleges
Providing a range of digital media/creative industry education programmes and alcohol awareness initiatives.
Awareness is developed through college lecturers, Students’ Unions and through social media.
College Lecturers and Heads of Departments build the competition into their course programme.
Qualitative evaluation to inform future development of the competition.
Feedback from college lecturers.
Feedback from Project Partners.
Student voice – how have they benefited from the competition.
Per Capita Consumption over last decade
15+, 18+, per Capita overall: -18 to -20%
Drinking by 16 year olds
‘Not drinking in last month’: 27% up to 42%
‘Never drunk in last year’: 28% up to 53%
‘Morning After’ Messages
‘What is a Standard Drink?’: 48% up to 61%
How long to eliminate it?:
drinkaware.ie: 74% (young adults), 54% (all adults)
hse.ie : 2% (young adults), 6% (all adults)
drugs.ie, others: Less than 1%
MAJOR OPPORTUNITY TO HARNESS EXPERTISE AND RESOURCES OF ALL STAKEHOLDERS