The Irish National Teachers' Organisation (INTO) has called on Minister for Health and Children Mary Harney to severely restrict tobacco advertising in shops and other retail outlets. The union said point-of-sale advertising was a contributory factor in influencing children to start and continue smoking.
John Carr, general secretary of the INTO, said "primary teachers say that despite current restrictions on the sale of cigarettes to children, large numbers of pre-teens were still starting to smoke".
He said the prominence of point-of-sale advertising must be tackled. He described tobacco advertising in retail outlets as a powerful influence on children too young to recognise its persuasive intent and effect.
"Many of these merchandising activities are highly visible, colourful and even attractive to young children," he said.
"As such, they could be a major contributory factor influencing young children to begin and to continue using tobacco products.
"Repetitive exposure to tobacco advertising contributes not only to experimentation with tobacco among young people but also to the progression from experimentation to long-term use of tobacco products," he said.
"Young children lack the capability to recognise and defend effectively against commercial persuasion despite the fact that advertising is widespread in our society.
"Point-of-sale advertising in retail premises along with the display of tobacco products, often strategically located behind the counters of these retail outlets, are powerful influences on young children."
Further action to protect children from the influence of advertising is urgently required. "The advertising of tobacco products in retail premises must be severely restricted," said Mr Carr.
Children are taught about the dangers of smoking and the long-term health consequences through the Social, Personal and Health Education programme (SPHE) in primary schools.
"However, the current permitted prominence of in-store advertising allows a different message to be sent to children," he said.
"It conflicts directly with the aims of the primary school curriculum."
Mr Carr said the old adage "it takes a village to raise a child" should be kept in mind: "If this is so, then the messages that the children receive in the village school and in the village shop must be consistent."
He urged the Minister to introduce tighter controls in relation to the sale of tobacco products within the shortest possible time frame.
"This would be a significant step towards protecting young people from the harm caused by tobacco."
