IRELAND MAY recover its leading position in Europe as the State that does most to control the use of tobacco products because of a number of policy decisions that have been taken in recent months. An increase of 50 cent in the price of a packet of 20 cigarettes in the Budget, along with a ban on tobacco advertising and displays in retail premises that will take effect from next July, are likely to have a significant impact on tobacco consumption, particularly among young people. More could be done in providing stop-smoking services and in funding public information campaigns but these recent policy decisions represent a significant advance.
Smoking-related illnesses kill more than 6,000 people in this State every year and cause untold misery to tens of thousands of others whose quality of life has been seriously impaired through the use of this highly addictive drug. The cost of providing health services to those directly affected has been estimated at about €1 billion. Efforts by health services to protect the consumer have been seriously undermined by aggressive promotional advertising by tobacco companies, determined to maximise their profits.
Price is the most influential factor regarding the sale of cigarettes to young people. After that, display and promotional advertising in retail premises - especially adjacent to confectionery stands - has the effect of rendering the product normal in the minds of children. By addressing both of those issues, the Government has done well. While anti-smoking organisations advocated a much higher price increase, the knock-on effect on inflation had to be taken into account.
There are indications that tobacco usage has increased. Consumption fell immediately following the ban on smoking in the workplace but the recruitment of young people - and particularly young women - to the ranks of tobacco addicts has added to consumption. Last year, a survey found that 29 per cent of all those over 18 years of age were smokers. It was also established that under-aged persons were allowed to buy cigarettes from dispensing machines in more than 40 per cent of outlets. A ban on in-store advertising will, hopefully, mark a turning point in combating this public health scourge. Young people are most susceptible to promotion and the great majority of users become addicted between 14 and 18 years of age. By raising prices, banning promotional materials and enforcing the law on the sale of cigarettes to minors, the trend towards increased consumption will hopefully be reversed.