With the average Irish drinker consuming the equivalent of a bottle of whiskey per week in Ireland, doctors are looking for ways to lower the countries consumption rates.
In 2012 A proposal was put forward to the Department of Health Steering Group that would phase-out alcohol sponsorships for sporting and cultural events by 2016. The group Alcohol Action Ireland sees the practice of alcohol sponsorship as a form of early indoctrination. They described Irish drinking culture as a conveyor belt that creates a steady supply of heavy drinkers that will support the alcohol industry. The alcohol advertising is a sign of this trend they say.
Professor Joe Barry of Alcohol Action Ireland said that many of the sporting bodies that benefit most from alcohol advertising flat out deny or dismiss the evidence of the harm they are incurring.