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Dáil Éireann debate -
Tuesday, 15 Feb 1972

Vol. 258 No. 12

Private Members' Business. - Tobacco (Control of Sale and Advertisement) Bill, 1971: Second Stage.

I move: "That the Bill be now read a Second Time."

I am moving this Bill for the second time. The previous occasion was in 1964. It is the same Bill. May I first say that I should like to express my gratitude to the Deputies who have supported the Bill. I do not believe this is a political issue and for that reason I was anxious that the Bill should preferably be sponsored by Deputies from the three parties because there is a difference of opinion in all three parties, a difference among Deputies about the desirability of introducing a Bill of this kind. However, the difference cuts across party lines. I had hoped to get some of the Fianna Fáil Deputies to support this Bill. For their own reasons, however, which they explained to me, they could not do so although those reasons do not seem as valid now as they were then. Two Fine Gael Deputies, Deputies Cooney and Harte, very kindly agreed to try to give the Bill a non-party character and so far as my own party are concerned I was permitted, rather the same as in the case of the Bill last week, to introduce this Bill on the understanding that it is not a piece of Labour Party legislation. Deputy O'Connell and I have put forward the Bill on our own accord and the Labour Party Deputies will be free to vote on it as they wish.

Some time ago the Minister assured us that steps were being undertaken to deal with the problems of the sale of tobacco. The main purpose of the Bill as set out in (a), (b) and (c) of section 2 is simply to ask that the Minister shall ensure that the manufacturers of cigarettes carry on the labels of containers and in their advertising material a notice to the effect that cigarettes contain substances likely to cause injury to health, and then to specify the deleterious nature and the origin of the substances. In spite of the undertaking given by the Minister it is worthwhile discussing this Bill again because whatever doubts there may have been in 1964 regarding the dangers of the cigarette smoking habit, from the scientific point of view, such doubts have been eliminated completely. I asked a question about this matter first in 1958. The problem was noted first in 1954 when two brilliant London GPs carried out a retrospective study of the deaths of people from lung cancer and, consequently, became interested in the possibility that there might be some link between lung cancer and cigarette smoking. Consequently the interest extended to countries all over the world. Various countries have carried out their own investigations and each confirmed satisfactorily the findings of the others. In nine different countries, 23 different investigations have been carried out and there is no doubt now in anybody's mind as to the serious problems of lung cancer and other diseases that are associated with cigarette smoking.

I wish to make it clear that neither of us who sponsor this Bill is putting forward these proposals lightly or with any intention of gaining satisfaction from depriving people of this simple pleasure and, God knows, there are few enough pleasures available to humanity. The reason for putting forward the proposals is that these people need help. First, they need help in finding out about the seriousness of the cigarette smoking habit and, secondly, the Department of Health must become involved in re-education in order to make it possible for people to give up the habit of smoking. I know this is a difficult task and I understand the Minister's difficulty in relation to revenue. There is a conflict between the revenue from tobacco sales on the one hand and, on the other, the Government's responsibility to inform the public of the dangers of cigarette smoking. Also, from the point of view of the community, cigarette smoking is very costly in the amount of disability and in the number of avoidable deaths that it causes. The Bill distinguishes between cigarette smoking and the smoking of cheroots, cigars, pipe tobacco and snuff because so far as is known these other forms of smoking are not dangerous. It is important that this distinction be emphasised because it may be of help to many people who have found themselves addicted to nicotine and its products to know that they can smoke cheroots, cigars, pipe tobacco or take snuff without subjecting themselves to the dangers associated with cigarette smoking. As one who gave up cigarette smoking some years ago I know how difficult it is for people to do this. Therefore, every possible help should be given to people who are endeavouring to discontinue the habit.

My approach to this whole question is rather different from that of the Minister's. On the whole, I find his approach rather punitive although he is tending to be rather more sympathetic to the problem than was the case in the early days of the drug scare. Whether they are users of heroin, hashish, morphia, cocaine or nicotine who are involved, I do not think we should indulge in any kind of moral judgments in relation to these people. One hears of various punitive proposals, including long terms in prison, and many angry speeches are made by Deputies in all parts of the House about people who are drug dependent—these are the drugs other than nicotine.

I should prefer that our approach should be that these are individuals with emotional problems of varying degrees of severity, and this includes the cigarette smoker. Most people smoke a cigarette when they are in a state of anxiety or emotional stress. They do so because of some defect in their personality for which they are not responsible, and they should not be blamed or punished for this. For instance, the idea of locking up a cigarette smoker for two years or a tobacco manufacturer for 15 years for pushing cigarettes would be an irrational act. I am not going to digress into what one should do in relation to drug control because this is a special and separate problem, but in the general approach to this difficulty that people have in their need for support, whether it be hard drugs, pot, alcohol or cigarettes, society should have sympathy for them and should try to help them rather than have this tendency to hunt and punish them.

During the years a powerful and expensive campaign has been conducted in the Press, on radio and television, in magazines and papers by the cigarette companies. Equally, it has cost an enormous amount of money through the repercussions of people who have become ill as a result of cigarette smoking. Knowing what we know now about the dangers of cigarette smoking, how can society continue to tolerate any kind of incentive to smoke? It would be quite unthinkable to propose the suppression of all cigarette smoking—it just would not work. It did not work when we were at school and now the problem is too big to be dealt with in that kind of authoritarian manner. People have to be persuaded, to be informed and educated into taking the difficult decision themselves.

One of the most interesting things about the effectiveness of this kind of approach is demonstrated in the smoking pattern among doctors. Doctors are not more noble, more independent-minded or mature in their personalities than anyone else; they are exactly the same as the rest of society. It is interesting to note that there has been a dramatic drop in the use of cigarettes by doctors. This has nothing to do with any special qualities the medical profession might have but we have access to the very frightening reality of the individuals who get the diseases which are now widely, and indeed nearly universally, associated with cigarette smoking.

I suppose the main and most horrible and frightening disease is lung cancer. Anyone who has ever seen lung cancer in its terminal stage would find it very difficult to smoke another cigarette. Then, there are the coronary diseases, arteriosclerosis, various blood vessel diseases, now agreed to be associated with cigarette smoking. Dr. Risteárd Mulcahy produced interesting information on this matter in the Irish Medical Association Journal some years ago. There is also the disease of bronchitis which is crippling; it causes difficulty in breathing and acute attacks of respiratory distress during the winter months. Associated with this is the horrible complication of emphysema, which is the destruction of lung tissue; this leaves the person with no facilities with which to breathe. A person with an acute case of emphysema would find it very difficult to walk for any distance without gasping for breath. Those are the three main problems associated with cigarette smoking. The disability and distress which is caused is inestiminable. There is no way of knowing the amount of suffering which results from the continued use of cigarettes.

The Government have a grave moral responsibility in this matter. They cannot ignore the fact that the findings of successive, very distinguished scientific bodies are quite incontrovertible. To me the odd thing is the near hysteria involved in the anti-drug programme at the moment. The Minister is very active in this regard. He disallowed Deputy Byrne's Bill last week because he himself wanted to bring in various stringent proposals, apparently, in relation to the control of drugs, that is, drugs like pot, morphia, cannabis, LSD, or any of the other drugs that he feels are beginning to be used here widely. I agree with the Minister's attempts to control these drugs. Although I do not share his approach to the problem, I know something must be done about it, but how can he impose all these restrictions, prohibitions and all these various penalties in regard to a relatively minor problem like drug addiction and not deal adequately with the enormous universal habit of cigarette smoking which exists among a very high proportion of people? All he appears to be proposing to do is to put a notice on the packet and publish advertisements. I was not very impressed by what the Minister said, but I would hope he would take an opportunity of telling us precisely what would be the content of the notice to be put on the packet and in the advertisement warning people about the cigarette habit.

The Department must be faulted very seriously for its completely dilatory approach to this whole problem. Take a country like the United States which has a very big stake in this industry. In 1964, when the American surgeon general's first report was published, they began to take the matter seriously and I think they were the first, but certainly they were among the first, to insist on the packet containing the notice which the Minister is now thinking of introducing. I was quite astonished at the behaviour of the United States Government at that time. I thought it was particularly enlightened of them to do that in view of the fact that they had a very big financial involvement in the whole tobacco industry. They did it at any rate. Various other countries followed, and then Britain did it recently.

I should like the Minister to tell us whether he has been able to resolve this conflict between his moral responsibility as Minister for Health in a Government which have a financial commitment to the continued popularisation of a very dangerous habit, cigarette smoking, by media other than television. What does he intend to do about it? These unfortunate people who find it very hard to give up cigarette smoking have to combat the wonderfully clever ways in which the advertising industry are able to put across the safeness of the habit. The usual thing is its association with heathy outdoor sports; nothing will happen to you if people like this smoke, so it is all right. Will the Minister allow this to go on? Will there be any further restriction in relation to advertising? Again I refer to the American surgeon general's report. I must ask the forgiveness of the House for dealing with this subject in such detail, but its results to many thousands of people are serious. One of the major conclusions of the report is:

Cigarette smokers tend to die at earlier ages and experience more days of disability than do comparable non-smokers.

This is just non-smokers, not heavy smokers. One of the things that fascinates me about my colleagues, and friends, people whom I do not bother to proselytise about cigarette smoking, is the individual's capacity to rationalise his decision not to give up smoking because he cannot. The obvious one is: "I will die from something or other; people die of lung cancer who do not smoke at all." Another rationalisation is: "I am not a heavy smoker and therefore it does not include me." There are various escape hatches which people use in their attempts to justify their continuation of what they know to be a dangerous and, in fact, a lethal habit. The second conclusion is that:

If it were not for cigarette smoking practically none of the earlier deaths from lung cancer would have occurred.

The third conclusion is:

If it were not for cigarette smoking excessive disability from chronic respiratory and cardio-vascular diseases would be reduced.

That is, angina, coronary, bronchitis and emphysema. The fourth conclusion is that by quitting or significantly reducing their smoking people could delay or avert a substantial portion of deaths which occur from lung cancer and the other diseases.

Part of the conclusions were based on facts they got from a series of deaths which they investigated. The analysis of these figures showed that among smokers 1,329 persons per 100,000 population died from general illnesses of one kind or another; and the death rate for non-smokers was 70 per 100,000 population. The deaths from lung cancer alone were 87 per 100,000 for smokers and 11 for non-smokers. This epidemiological information was confirmed by various animal experiments which I will not bother to go into. They showed that it is possible by painting the products of smoke on to various animals to develop skin cancer of various kinds.

Tobacco smoke contains at least seven known cancer-producing substances. As well as known cancer-producing substances in nicotine and in cigarette smoke there are also other cancer-promoting substances. This is the kind of information which makes it very difficult for anyone who knows about it to continue smoking. The risk of death is 70 per cent higher for men who smoke cigarettes than for men who do not. The risk of death from chronic bronchitis and emphysema is three to 20 times higher. The risk of death from coronary artery disease is 70 per cent higher for smokers than for non-smokers.

We have not got very good figures, I am afraid, in Ireland and I have to use United States figures. I think they can be accepted as being applicable here. An attempt was made to suggest that in some way or another we were different—but I do not think it has ever been substantiated to the satisfaction of anyone—in our reaction to cigarette smoking. It was estimated in the United States that the number of working days lost from cigarette smoking was 77,000,000 each year, that 88,000,000 man-days were spent in bed and that there were 306,000,000 man-days of restricted activity because of the cigarette smoking habit.

There is no doubt that the incidence of lung cancer could be greatly reduced if the general population tried to reduce the smoking habit or eliminate it altogether. Cancer deaths in the United States went from 3,000 in 1930 to 59,000 in 1969. Quite obviously they had a very serious problem and we have much the same problem here. All of these facts were confirmed later on in autopsy findings.

The American report was then supported by the Royal College of Physicians in London. In 1959 they were asked to investigate the problem and in 1962 they reported and confirmed the United States findings. There is very little information here in Ireland, I regret to say, but in 1963 the Journal of the Irish Medical Association, mainly because of the interest of Dr. Risteárd Mulcahy, produced figures. The Minister will probably bring the findings up to date or correct them if they are wrong. The findings I have for lung cancer were: 1925, 56; 1950, 298; 1960, 648; 1962, 697; 1965, 716; 1970, 961. From 298 in 1950 to 961 in 1970. In order to be quite fair one must remember that the diagnostic process since 1951 is reasonably comparable because there has been ready access to X-rays, and so on Before 1956 probably many people who died from lung cancer were not recorded because it was not diagnosed. It is fair to take the 1950 and 1970 figures and show that, in spite of a considerable drop in population, the figure has gone from roughly 300 to 961. Dr. Mulcahy said that the coronary incidence was five times higher in smokers than in non-smokers.

Eventually the Government started to take action. I should be glad to know what detailed action is being taken. The Minister replied to a question by me in May 1970, in regard to the recommendations by the Director General of the World Health Organisation in a report entitled "Limitations on Smoking" submitted to the 23rd World Health Assembly in May, 1970. A number of recommendations were made about health workers giving an example by not smoking, discouraging young people from starting to smoke, demonstrating the ill-effects of smoking, urging action against smoking forming part of all medical and all health care programmes, discouraging cigarette-smoking in hospitals, in clinics, out-patient departments, establishing anti-smoking counselling services in hospitals, encouraging all health workers to refrain from smoking, discouraging smoking in public places and conveyances and giving the maximum publicity to health hazards. It was recommended that the health authorities should collaborate with the education authorities in schools, teacher-training institutions, universities and other educational establishments, that research should be intensified and that consideration should be given to the establishment of statutory upper limits for various constituents of cigarettes.

I wonder what has the Minister done in detail about this. Has he taken any action? The simplistic approach is simply to say to everybody to stop smoking and then prohibit the importation of tobacco. That simply would not work. It could not be thought about seriously. I am not suggesting that at all. The wiser approach is to keep on trying to convey to the people whatever information people like ourselves in the medical profession appear to have obtained from our own experience and from what we have ready or what we have seen, and to try to convey to the people the extreme urgency of the need to take some action.

For a long time the Department adopted the extraordinary policy of telling us it was useless to advertise. When one thinks of the enormously costly, and predominantly wasteful advertising superstructure in our economy, or in any capitalist economy, it seems extraordinarily irrational for a Government Department to say there is no point in advertising, that it has no effect, that it does not reduce the incidence of smoking, and so on. This runs against the experience of all of us in relation to advertising. In relation to most of the propaganda for which I was responsible when in the Department, for things like diphtheria and TB it quite obviously is particularly valuable. Therefore, I could never understand the rationale of that kind of approach to the use of advertisements. The Department, having deserted that position, in recent times have adopted a rather more effective programme. I remember complaining to the Minister that I had not seen any of the new advertisements. I now want to congratulate him on the recent advertisements of various athletes who have been persuaded to go on television to say that they relate their fitness to the fact that they do not smoke cigarettes. The advertisement featuring Tom Kiernan—this is a very important basic point: example is the best way of persuading young people not to smoke— is a very good one. For many years I found this very hard to get across.

The whole process of a child assimilating attitudes, values and standards is by watching the two most admired people in his life—his mother and father. Most lifestyles of a young person growing up are an agglomerate of the mother and the father or the teachers in the school—any person whom a young person admires. We will have to try very hard persuading parents that it is no good telling the child to stop smoking if they smoke. Therefore, the emphasis must be on the obvious. The Department are sending leaflets to schools; they are concentrating on the children. I believe one has to concentrate on the parents because to the child smoking is an adult habit, it is a component of growing up, it is a sign of being like the father, the mother, the people the child admires. It is very important that the Department's advertising be directed to adults to persuade them that they are the most important advertisement a child sees for smoking. If the people smoke, who the child knows do nothing but good, honourable things, then it must be all right to smoke. We feel that children will imitate their parents and we should try to persuade the parents in our advertising campaign that they should give up smoking.

Dr. Flynn of Westmeath produced very interesting figures on this when he showed that 24 per cent of boys and 12 per cent of girls smoked where there were non-smoking parents and 44 per cent of boys and 18 per cent of girls smoked when both parents smoked. His figures of a survey of a school were particularly disturbing and showed that 22 per cent smoked at the age of 11, 23 per cent smoked at 12, 40 per cent at 13 and 48 per cent at 14 years of age. This was a very enterprising investigation carried out by Dr. Flynn which showed the age at which youngsters start smoking.

The Department have at last decided to do something about this advertising. More money is spent on advertising today than ever before. I cannot see why we should spend public money in a counter-advertising programme. Why is the whole process of advertising not eliminated? I am glad to see that the Minister has put an end to it on television, but why not stop the whole advertising process or make them carry the facts about cigarette smoking? I will be interested to hear what the Minister says on this. The Minister's statement that cigarette smoking may constitute a danger to health is a rather anaemic one. Why do we permit any cigarette advertising at all? If we allow it, why do we not insist that the facts should be stated clearly and unequivocally by the advertiser?

Unfortunately, the Bill does not go as far as I would like it to go. I should like to know to what extent the Minister is prepared to put a notice into the advertisements or on to the cartons which would be so convincing that in fact people would not smoke. That is what I would do if I were in the Minister's place. It would, therefore, not be worth the tobacco companies while advertising at all. From what we have seen here and in other countries we can have no doubt whatever that serious remedial action should be taken in regard to this very serious health hazard which affects tens of thousands of our people.

I do not see why we can on the one hand become positively hysterical about the relatively small drug problem in the community and at the same time continue to tolerate this very much more dangerous—certainly as dangerous—and from the point of view of trying to get rid of it as difficult a habit. As long as our people can see advertisements telling them it is all right to smoke, minimising the dangers involved, glossing over the great hazards to health which are inseparable from continued cigarette smoking, the Minister is betraying his trust to the people. His difficulty probably is in relation to revenue, but surely one should offset that against the enormous cost that must be involved to our society if we would only consider the American investigation into man working days lost, disability, reduced activity, death rate and the cost this involves to the community.

We have on the one hand the Minister continuing to get his revenue from taxation on tobacco and on the other a very considerable amount of it spent on dealing with the results on people who smoke cigarettes and who suffer from these terrible, crippling, disabling diseases. From the point of view of the tobacco companies, anything they have done they appear to have done simply because the Minister has insisted they should do something about the problem.

I wish the Minister would try to make up now for the failure of the Department of Health to act in a responsible way since 1964. In this as in nearly everything else we are behind everywhere else in the world and I should like the Minister now to make the sacrifice. There is a sacrifice involved but it is in a good cause.

People who smoke cigarettes tend to ridicule the practice, to underestimate its seriousness, to minimise the appalling consequences which many of them suffer out in isolation in their hospital beds long after anything can be done to help them because by the time they get lung cancer nothing can be done about it. I am glad to see the things the Minister has done, and I welcome them, but a lot more remains to do.

My contribution will be brief. It is seldom Deputy Browne and I agree on anything but tonight I agree with his outlook on this matter and if any words of mine can strengthen his case I will willingly utter them. Perhaps this Assembly is the last place to which we should look for a solution to this problem. The means of smoking are so readily accessible that it is almost impossible to stop any person who wants to smoke. They will not be stopped by legislation but by education.

Deputy Browne complimented the Minister on his publicity efforts against smoking. In recent times the Minister has shown refreshing activity. The use of Mick Dowling and Tom Kiernan to bring home to young people the dangers from smoking was an excellent idea. Of course the whole problem rests with the young and we have a duty to them to show them that if they want to have a normal healthy life one of the things they must not do is to smoke. Therefore, I suggest that the start be made in the home. Secondly, there should be concentration in the schools. Deputy Browne said we all smoked at school, either for a dare or as an experiment. The schools and the parents have the key to the solution of this problem rather than the Department or any Member of this House.

In saying that, however, I urge that we unite the various factors and the various sections in our society to try to bring home to people, the young especially, the terrible dangers associated with smoking, not merely because it is a vicious habit but because of the final results of persistent smoking. It is shocking to think that we should have to consider the revenue lost. This would be unworthy of us. If we are convinced that smoking is injurious to health it would be hypocritical of us to continue to seek revenue from such a source, which is therefore evil.

Forty years ago in America they thought they could stop people drinking by prohibition. We know the terrible result of that. We must encourage people not to smoke rather than prohibit smoking. The only people we can prohibit are the children. Under existing law it is an offence to sell cigarettes to a child but this is honoured more in the breach than in the observance. One sees many youngsters smoking. I believe many middle-aged and older people have given up smoking but there seems to be a tremendous increase in smoking among the young. One can see this on the streets or at social functions. I hope I am wrong about this but this is how it appears to me. Some of them may smoke cheroots but cigarettes are still the most popular form of smoking.

Deputy Browne mentioned morality. Perhaps there is a moral issue here just as there is in the abuse of drink. In regard to drink many of us belong to an organisation which gives Ireland probably the biggest percentage of non-drinkers in the world. If smoking damages the body there is something immoral about it. I wonder could we have a sort of "temperance" association for non-smokers. The association of which I and thousands of Irish people are members has been frowned on and jeered at by people who say that we took a pledge when we were very young and did not know what we were doing and that we were too stubborn and pround to start drinking later. If we could have young people at school taking a pledge not to smoke would we not be well on the way to overcoming the problem?

I am sure every Deputy knows that many young married couples smoke. Even a lower paid worker and his wife may spend over £100 a year on cigarettes. This could be used for clothing their children or buying food but because of the weakness of human nature it is spent on cigarettes. Our task here is to show people, not by any threat of punitive measures but, as Deputy Browne has done, from a medical point of view, what can happen to a person as a result of smoking. When people get these diseases it is too late for them but other people should benefit by their sufferings.

Even though we may speak here and the Minister may carry out a marvellous campaign some people will still not be convinced that smoking will harm them. Last week a member of the British Parliament said that he had smoked for 75 years and would continue to do so, though he could not guarantee that he would do it for another 75 years. I wonder what effect this had on people in England or even over here. This is a man of 83 years of age. We must tell our young people that he is the exception that proves the rule. He was lucky in some way but there are millions of others who have suffered.

When Lent meant more to our people than it does now thousands of people gave up smoking. That may be looked on as an old-fashioned habit but tomorrow is Ash Wednesday and I believe thousands of people will still don the sackcloth and not the ashes. I think the Minister could encourage people who do not smoke for seven weeks to stay off cigarettes for at least another seven weeks. Whether they do it as a spiritual exercise or on the Minister's advice is not a big issue. If some doctor could come up with a medicine which would make it easy for people to give up smoking the habit would not last very long. Cigarette manufacturers over the years with their advertising campaigns have built up the idea that the "in" thing is to smoke just as the drink manufacturers are doing. If the Minister and his Department by this campaign can show that the "in" thing is not to smoke by having athletes on television and on the newspapers who have come to the top because they do not smoke we will get somewhere. I would be against any kind of punitive measures except that the law in relation to selling cigarettes to children should be enforced.

Deputy Browne mentioned putting a notice on the packet that cigarettes are dangerous to health. This will work for a while but then people will stop noticing it. Most smokers do not know what is written on the packet.

There should be a strict control on the sale of cigarettes to children. Parents should be exhorted to show good example by not smoking and we should try to get the co-operation of school authorities and teachers for a massive campaign against smoking. We should have an expansion of the Department's television and general advertising campaign and some research into a means of making it easy for a smoker to break his habit. Unless these things are done we can look forward to thousands of our people continuing to smoke because they just cannot stop.

I am very pleased to be associated with this Bill. I rise, of course, to speak in support of it.

The kernel of this whole question is now the weight of medical evidence. It is so strong that the case against cigarette smoking has been proved to the hilt. It has been proved beyond any doubt that cigarette smoking is actually lethal, not for everybody but for the majority of cigarette smokers. Once that fact has been proved—and it has been proved—it becomes a matter for amazement that the Government, being responsible for the common good of the people, do not act accordingly and eliminate that practice from the public. We cannot force people to give up cigarette smoking. It is not possible to interfere with the rights of the individual to that extent, but the State can do more to persuade people to give up smoking. As Deputy Browne pointed out there is illogicality in the Government spending large sums on advertising rather obliquely the evils of cigarette smoking while at the same time permitting advertising encouraging smoking. Those two positions are so ridiculously incompatible that they must cease forthwith.

There has been progression in having cigarette advertising eliminated from television. We still have cigarette advertisements on radio and in colour magazines. The magazines carry coloured advertisements and the ad-men, with their themes of sex, glamour and adventure, come into their own in this regard. Cigarette advertising should be abolished immediately. Once the medical case has been proved beyond doubt it must follow that the Government must discourage cigarette smoking. We must have a complete ban on cigarette advertising. If there is loss of revenue as a consequence, that revenue loss must be endured by the Exchequer. Loss of such revenue cannot carry any weight in dealing with this problem.

The cigarette companies themselves are diversifying. This is a stock market euphemism for letting it be known that they realise it is now unsafe to have all their "eggs" in one basket. The cigarette companies realise that their day is fast approaching an end. Any lobby which they might be able to mount would be comparatively weak and in any event could be safely disregarded. Cigarette advertising should be abolished instantly and completely from all the media. There are publications coming into the country over which we have no control and we cannot prohibit their importation just because they carry cigarette advertising, but such advertising should be abolished in all our home media. We could give a lead to Great Britain in this regard. If we abolished cigarette advertising from all the media we might find a similar practice quickly following in Great Britain. That would be a first and very active step which the Government could take to discourage cigarette smoking.

The Government must take positive steps in terms of their own campaign. Their own campaign must be one of propaganda. At the moment propaganda comes under two main headings. There is the message on the cigarette package. If the form of the message is to follow that on the packets in Great Britain the message itself will prove innocuous. In Britain the message is printed in small, harmless typeprint. After a while the message becomes unnoticed by the user of the cigarettes. The message should be printed on cigarette packages in bold type, standing out clearly. The message itself should be quite dramatic. It is pointless to have a message which does not fulfil its purpose. The message will become as unnoticed as the name and address of the maker or the trade mark. It will not have any impact.

Regulations should provide that the message on cigarette packages should have impact. The colouring used and the wording of the phrase should be devised so as to ensure that the message is the first thing to be noticed by a person buying cigarettes. The colour of the print used should be changed from time to time. The message should stand out clearly on the packet. The second positive step which the Government should take is that of using television to show sportsmen as examples of young people who have not smoked. This has been done here but I suggest that the psychology used has not been correct. The young people who are rebelling and who are smoking will not have as their idol the clean-cut young sportsman but rather the hairy, weird pop fan. It is essential that the advertising should get across to the young people but the present type of hero-worship will not appeal to many of them. Nowadays sport and all that goes with it is disregarded if not actually sneered at by quite a proportion of the modern adolescents.

That is quite true.

To show prominent sportsmen as being against cigarette smoking is naïve. Cigarette advertising should show the horrors following cigarette smoking. The end results of cigarette smoking are quite horrific. In this day and age of exposure we should not be coy about showing such results. Advertising and propaganda should lay more stress on the actual harm which can result. Media men have been slick enough to produce attractive advertisements to encourage smoking; these very men can produce advertisements showing the vices of smoking.

The pop singers would be a better bet.

We ought to show by anti-cigarette advertising that cigarette smoking can be fatal. We want to frighten people off cigarettes. I myself was a cigarette smoker until recently. I was aware of the medical reports but always felt that others would get lung cancer and not myself. The only propaganda which discouraged me were the reports of the findings of research in America which I read in the news columns of the papers and followed up for a time. There was no sustained propaganda, but the effects of their findings in medical terms made me acknowledge that I could be a victim to the disease attributable to cigarette smoking. Consequently, I think that propaganda should be more positive, more horrific, more dramatic and should confront one at every turn. At the moment the war between the pro- and the anti-cigarette smokers is obviously being won by the pro-cigarette smokers. There is no doubt about that. Having regard to the undeniable medical evidence there should be no question as to who wins the war when the control of the war lies in the hands of the Government. The Government should ensure that the war is won by the anti-cigarette lobby. We cannot physically prevent people from smoking. We would be infringing human rights. We can, however, try to persuade them in terms of positive propaganda and if this Bill is accepted, it will provide the vehicle for disseminating this propaganda.

I would endorse Deputy Moore's plea to ensure strict observance of the law in the sale of cigarettes. It may be a serious inconvenience for a parent to have to go out and buy his own cigarettes rather than send a small boy down to buy them for him, but he should be put to that inconvenience. The law should be strictly enforced; the shopkeeper cannot know whether the cigarettes are for the parent or for the child who is making the purchase.

Cigarette smoking is on the increase. Deputy Dr. Browne quoted the figures given by the MO in County Westmeath. The whole matter will have to be looked into and more dramatic initiatives will have to be taken to reverse the trend. Small children smoke because it is a trendy thing to do. They will have to be frightened off. I suppose they are too young to be attacked through the media but, if propaganda can be got through to the parents, it may filter through to the children ultimately.

This Bill is to be recommended. The philosophy behind it is commendable. The Bill should be accepted and implemented in its entirety.

I want, first of all, to thank Deputy Dr. Browne for his excellent exposition of the dangers of cigarette smoking. I fully agree with what he said. Tobacco is, of course, not comparable with either drugs or alcohol because it has no halluciogenic effect. It simply shortnes people's lives. It does not result in people going into psychiatric homes. There is that distinction.

I have already given the House the programmes initiated in respect of smoking. These are directed in the main towards young people. There is advertising in magazines for young people. There were three separate TV campaigns. There was a poster competition. There are articles in women's magazines and other periodicals and we have had 1,000 film shows in which the horrific sides of smoking have been shown.

The Bill before the House would not have the effect of banning cigarette advertising. I do not know what exactly the Bill proposes to do because we have already got the voluntary consent of the tobacco manufacturers to issue warning notices on cigarette packages. The size of the warning has been agreed: "Government Warning. Smoking can damage your health." There will be new posters carrying warning notices.

We have had evidence from countries which have cancelled advertising that there has been a recovery in cigarette sales, following a fairly considerable fall, and it is my belief, my unshaken belief, that we should concentrate on trying to prevent young people starting to smoke. I do not believe one can alter the habits of adult smokers to any significant degree. I may be wrong in that, but that is my opinion. There has been a levelling-off in consumption but there has been no remarkable fall. The report of the Royal College of Physicians for the years 1961 to 1968 shows that there has been no very remarkable change. I doubt if any notice will deter adults. There has been a great deal of propaganda already and results would indicate that it has not been entirely successful. In the United States it was reckoned that 2 per cent gave up smoking as a result of warning notices. There is nothing to indicate that it would be worthwhile spending money on a concentrated campaign addressed to adults.

Debate adjourned.
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