The extent of the symbiotic relationship between personal enjoyment and alcohol consumption is so deep in Irish culture that the Minister for Health, Mr Martin, has set himself a Herculean task in seeking to change our behaviour when it comes to drink. Alcohol is deeply ingrained in how we see ourselves and how others sees us also. It is no accident that one of the most visible Irish exports of recent years has been the Irish Pub. But the line between relatively harmless enjoyment in moderation and self-destruction was crossed a long time ago.
In launching the second phase of his alcohol awareness campaign yesterday, Mr Martin was correct to identify the urgent need for a cultural change if we are ever to get to grips with the growing problem of alcohol abuse. When characterised as a drug, which it is, alcohol is exposed as causing more damage than any other drug in Irish society. It is the drug responsible for one in every five patients occupying a hospital bed, and it is the drug that destroys most lives in Ireland.
A 1997 survey showed that some 80 percent of all public order offences were drink related. The 1999 Garda Annual Report showed that 10 percent of juvenile crimes (1,461 offences) were drink related. To these facts we can add the European School Survey on alcohol and other drugs, published in February, which showed that Ireland tops the European league for binge drinking - that is, 15 to 16 year-olds having five or more drinks in a row. That just under 30 percent of Irish teenagers admitted they had been binge drinking three or more times in a 30 day period ought to be a cause of national shame and alarm.
This phase of Mr Martin's campaign is aimed primarily at buyers and suppliers of alcohol. As the Minister said yesterday, parents have a major role to play: collusion in under-age drinking starts at home, and adult abuse breeds imitation. And greater responsibility must be forthcoming from publicans, retail outlets, restaurants and hotels. Severe penalties must accompany breaches of the law. A public information campaign urging greater responsibility is all very well but more, much more, will need to be done.
The sheer volume of alcohol advertising is overwhelming. The advertising industry's guidelines are worthy but largely irrelevant. Ads for alcohol should be socially responsible and not exploit the young, they say. They should not imply that drinking is necessary for social success or suggest drink can contribute towards sexual success. It is very hard to recognise these principles in many of the drink advertisements seen currently. The drinks industry was forced by social pressure to withdraw the pernicious alcopops (alcohol laced soft drinks) some years ago but was quick to invent other products that disguise hard liquer in ways attractive to young people.
Finally, the Government should legislate to make the National Age Card scheme compulsory. This may be the only way to ensure people under 18 do not buy drink as well as giving protection to those selling it.