andDr. O'Connell asked the Minister for Health if he will outline the proposals made by him to the Institute of Advertising Practitioners for the improvement of the present patently abused code of advertising standards as applied to the sale of alcoholic drink.
Ceisteanna—Questions. Oral Answers. - Advertising Standards Code.
15.
Dr. Browne
The suggestions made by my Department to the Institute of Advertising Practitioners for improvement of the code of advertising standards for alcoholic beverages were (a) that the reference in one of the clauses to the prohibition of advertisements in "publications especially directed to children" is unsatisfactory and should surely read "publications especially directed to young persons", (b) that the Minister is absolutely opposed to the advertising of intoxicating drink to schools and is seriously concerned, therefore, regarding a qualification in one of the clauses which would permit advertisements for drink to be placed in or distributed to schools if specifically requested by a member of the academic staff, and (c) that some of the provisions relating to the advertising of cigarettes could, with advantage, be incorporated in the advertising of alcoholic beverages. As the Deputies may be aware, the code of advertising of cigarettes includes the following stipulations: that persons featured in advertisements should be obviously over 21 years of age; that advertisements should not present young people in romantic situations in a manner that obviously ties the enjoyment of smoking to the pleasures of these situations; that advertisements should not feature smoking by conventional heroes of the young; that advertisements should not convey the impression that to be grown-up one should smoke cigarettes; that advertisements should not give the impression that smoking is smart and sophisticated; and that advertisements should not over-emphasise the pleasure of smoking.
16.
Dr. Browne
andDr. O'Connell asked the Minister for Health whether he considers that an advertisement (details supplied) contravenes his interpretation of the code laid down by the Institute of Advertising Practitioners on grounds of youth and persons involved.
The interpretation of this code is a matter primarily for the Advertising Standards Committee as provided for in the code itself. I am drawing the attention of that committee to the point raised by the Deputies.
Did I hear the Minister say that it is for the committee itself to decide? Does he think it right that a committee representing the industry should have the final say in the matter or should decide upon standards? Would it not be better that one of his officials should be on this committee?
As long as I can get voluntary agreement in these matters, I am quite content.