We submit representations on an annual basis for increased excise duty on alcohol, especially spirits. As I said in my reply, they were accepted and there was a significant increase in the duty on spirits and alcopops in the budget before last. The reduction in alcopop consumption was dramatic in the aftermath of that budget increase. We took action on that and it resulted in a decline in the sale of spirits in the aftermath of that budget increase.
In terms of the advertising issue, I suspect we cannot have a total ban. This is a matter we will explore with the European Commission. Our initial legislative response is to examine advertising in so far as it is directed at young people and children and in so far as they are exposed to wrong advertisements in terms of content. The legislation will affect both the content and timing of the advertisements. These are issues we are examining. It should be borne in mind, however, and I have some experience of this in terms of the tobacco legislation, that the Internal Market pillar of the European Union treaty is strong and not easily circumvented in terms of a total ban on the advertisement of a product such as alcohol. It could be argued, for instance, that one drink is not bad for a person but four or five are. That is the difficulty. These are matters we are exploring with the Office of the Attorney General. I do not believe a total ban is possible.
In terms of sponsorship, almost every sport is affected. It is wrong to single out any one sport as regards sponsorship because nearly all major sports have alcohol companies as major sponsors. One can go from the Heineken Cup to the Amstel Champions League to Guinness and the GAA and so on in terms of major sport sponsorship. I am not comfortable with that. My views have been placed on record on regular occasions. Again, we want to concentrate on preventing sponsorship of under age activities and activities in which young people engage. If we can achieve that on the advertising and sponsorship fronts, an important step forward will have been taken.
We have commissioned a significant degree of research with general practitioners and with consultants in terms of the accident and emergency situation as regards alcohol issues. It is a matter of getting a better analysis of what is happening among the general population, including those who present at hospitals or visit their GPs. That research will inform further policy developments. We have succeeded in getting the governing bodies of colleges to change their policies and have more proactive alcohol controls on the campuses of many universities. One clear example was where a drinks company sponsored young students to promote, sell and give free alcohol to societies and guilds. That practice has been stopped on our university campuses. There has been an improvement in awareness and so on. We will study the recommendations of the committee and will be pleased to discuss them further.