2 April 2012 The West Australian Page 21

Alcohol scare campaign sends the wrong message, Bradley Woods

Can you imagine public money being spent on a shock campaign urging people not to expose themselves to wood? Sounds crazy. However, wood dust is a group 1 carcinogen, according to the International Agency for Research on Cancer, part of the World Health Organisation. There are 107 chemicals, products, industries, professions and activities on this list which are regarded as carcinogenic to humans. The list does not distinguish between the frequency of cancer cases or dosage likely to cause cancer. It is simply a statement that these 107 items can lead to cancer. It covers everything imaginable that has any link with cancer, from acid mists to wood dust. Last week, the WA Government chose one of these 107 items to attack with a publicly funded negative shock campaign alcoholic beverages. Mental Health Minister Helen Morton said: We know the devastating effects of tobacco and asbestos exposure and its time to start thinking about alcohol in the same way. The only justification for this comparison was that alcohol, tobacco and asbestos are on the list of group 1 carcinogens, according to the IARC. But to say alcohol, tobacco and asbestos should be thought of in the same way is alarmist and extreme. This was a world first, no other State or overseas government has wasted public money on such a negative campaign. The list also includes formaldehyde, plutonium, neutron radiation, leather dust, estrogenprogestogen oral contraceptives, Chinese-style salted fish and working as a painter or chimney sweep. We do not hear ministers comparing contraceptive pills to tobacco. Nor do we see public funds being wasted on an anti-Chinese-style salted fish campaign. West Australians know too well how lethal asbestos is, and the dangers of tobacco are also well known. Most people must have been shocked and confused to hear the WA Government telling them alcohol is the same as tobacco and asbestos, then saying it is OK to have two drinks a day. Is it now OK to have two cigarettes a day? Can you whack the asbestos fence twice a day? The history of shock campaigns shows the public turns off quickly to scare tactics and negative messages are rejected. Alcohol is a product that needs to be treated with respect. No one knows this better than those who work in the hospitality industry. Over-consumption can have a detrimental effect both on the individual and the community. It is a product that is heavily regulated and the sector works hard to promote responsible service and consumption of it. We in the hospitality industry agree people should be responsible in their consumption of alcohol. However, the campaign launched by the WA Government does not send this message. Bradley Woods is the chief executive of the Australian Hotels Association (WA)