DESPITE an indication from Prime Minister Andrew Holness that he is considering lowering the legally allowed limit of alcohol for motorists, Government Senator Abka Fitz-Henley has insisted that the Administration is not anti-alcohol.

Addressing the fifth in the series of ‘Responsibility Now!’ town hall meetings put on by beer giant Red Stripe in partnership with the Private Sector Organisation of Jamaica (PSOJ) on Tuesday, Fitz-Henley said the Government’s stance on alcohol consumption is an approach towards moderation.

“I spoke to portfolio Minister Dr Christopher Tufton before coming here and I sense that the administration places emphasis on moderation for those who elect to take the path of consumption but importantly awareness among our public about consequences if moderation is not practised. I want to commend Red Stripe for this forum which seeks to build awareness,” Fitz-Henley said.

“Under the new Road Traffic Act, individuals with more than 35 micrograms of alcohol per 100 millilitres of breath and a blood alcohol concentration of 80 milligrams per 100 millilitres of blood are considered over the legally allowed limit. Our prime minister recently addressed the National Road Safety Council (NRSC), indicating that the Administration is considering reducing this limit,” said Fitz-Henley as he pointed to the ongoing development of the National Alcohol Policy and the necessity of extensive stakeholder consultation.

“We are working with entities like Red Stripe to create a well-rounded and inclusive policy. This process necessitates detailed consultations as the Administration prioritises engaging all relevant stakeholders before finalising any decisions.

“Living in a capitalist society, it’s heartening to see companies like Red Stripe not solely chasing profits but also championing crucial issues,” added Fitz-Henley.

He said the Government is committed to fostering responsible alcohol consumption and stressed the importance of collaboration with media, sports, and entertainment industries to amplify this message.

With the town hall meeting being held under the theme ‘Low, Slow, No: The Role of Media in Communicating Responsible Consumption’, Fitz-Henley pointed out the influential role of the media in shaping public perception and behaviour.

He called for strategic partnerships with the entertainment sector to effectively promote responsible drinking messages.

“The media has tremendous influence over perceptions of what is considered cool, acceptable, and responsible. During my time in the media, I would highlight the top five news items. There would be little interest if I wrote a story about the Jamaican economy growing by 25 per cent. Similarly, a story about a prominent political figure would not generate much traction.

“However, it would attract significant attention if I reported that a dancehall artiste had been incarcerated. The online data showed that stories about entertainment and sports figures generated the most interest,” said Fitz-Henley, who worked in media for more than a decade.

“There is then a significant opportunity for partnership with members of our entertainment fraternity to spread responsible messages. We could then engage these influential figures highlighted by the media to communicate a more responsible message,” he added.

The Red Stripe/PSOJ town hall underscored the importance of media engagement in promoting responsibility and illustrated how businesses can leverage media influence for social good.

Red Stripe’s Managing Director Daaf van Tilburg echoed this sentiment while praising the collaborative efforts of the media and the Government.

“Today’s event has been instrumental in advancing our responsible drinking campaign, ‘Low, Slow, No’. We are committed to consumer protection, and such partnerships are crucial in fostering a culture of responsibility. The participation of both the media and the Government highlights the importance of collaboration in this endeavour.

“By working together we can ensure responsible drinking messages are effectively communicated and embraced within Jamaican society. We are grateful to our key stakeholders for their contributions and support, essential in our mission to promote responsibility and protect our consumers,” said van Tilburg.

Drunk driving has frequently been listed among the major causes of fatal road crashes in Jamaica.

Recently, vice-chairman of the NRSC, Dr Lucien Jones, told the Jamaica Observer that young male drivers are among the main culprits.

“They [young men] are making poor decisions for many reasons. One is that many of them are driving under the influence of alcohol and ganja and texting and driving. Some of them… have not passed any driving test and yet they’re on the roads. They can’t drive [and] they haven’t learned to drive.

“Some of them are making poor decisions about speeding, driving way too quickly — even on straight roads, much less around corners. We all know, we see it daily how many of our drivers go through the red lights cynically without care,” said Jones.

As at Thursday, Jamaica had recorded 194 road fatalities from 167 fatal collisions.