Campaigners call on First Minister to fulfil commitment to protect Scotland’s children & young people from alcohol marketing

Alcohol Focus Scotland, BMA Scotland, Children in Scotland, Scottish Families Affected by Alcohol and Drugs (SFAD), and Scottish Health Action on Alcohol Problems (SHAAP) are calling on the First Minister to reaffirm his government’s commitment to consult on alcohol marketing restrictions in the upcoming Programme for Government.

The group wrote to the First Minister (click here for more), John Swinney MSP, this week as part of their Alcohol-Free Childhood Campaign, a joint initiative to protect children from exposure to, and the impacts of, alcohol marketing. The First Minister has himself pledged his support for the Alcohol-Free Childhood campaign, along with over 80 MSPs from all parties and more than 40 organisations across Scotland.

The campaigners believe that a commitment in the upcoming Programme for Government to a second consultation on alcohol marketing would ensure that legislation to protect children and young people can be delivered during this Parliament. This would be in line with the Scottish Government’s previous commitments.

The 2022-23 Programme for Government committed to introducing restrictions on alcohol marketing within the current term of Parliament. Following an initial consultation on alcohol advertising and promotion in 2023, the Scottish Government then committed to further engagement and public consultation on a narrower range of proposals in 2024.

This approach would also be in keeping with the recommendations of the World Health Organization (WHO) on the most effective ways to prevent and reduce the significant impact of alcohol on health and wellbeing. The WHO states that marketing restrictions not only protect vulnerable groups such as children and young people, and people with or at risk of an alcohol problem, they also help to address the normalisation of alcohol consumption across the general population.

Alison Douglas, Chief Executive of Alcohol Focus Scotland said:

“The evidence is now clear that exposure to alcohol marketing causes youth drinking. It leads children and young people to start drinking earlier, to drink more, and increases the likelihood of them developing a long-term alcohol problem.

“Children and young people in Scotland are exposed to alcohol advertising on a daily basis, and even primary aged children recognise alcohol brands. They tell us alcohol is all around them, all the time and they want this to change. The Scottish Government has the power to deliver that change by restricting advertising in outdoor and public spaces, alcohol sponsorship of sports and events, and the visibility of alcohol in shops.

“Whilst we warmly welcome the First Minister’s support for our Alcohol-Free Childhood campaign, it is time to turn this aspiration into reality for our children. That’s why, ahead of this year’s Programme for Government, we’re calling on the First Minister to re-affirm the commitment to consult on specific proposals before the end of this year.

“By acting now, we can take a significant step towards ensuring Scotland’s children and young people have a childhood free from alcohol harm. We would follow countries like Ireland and France who have already implemented alcohol marketing restrictions, choosing to place their children’s right to health above industry profits.”

Justina Murray, CEO of Scottish Families Affected by Alcohol and Drugs, said:

“We welcome all measures to tackle Scotland’s Alcohol Everywhere culture, including restrictions on alcohol marketing. The families we support describe alcohol as being ‘in your face, no matter where you look’. This harms whole families – children, young people and adults.

“Being exposed to alcohol marketing is traumatic for our families, whether their loved ones are actively drinking, in recovery (where they constantly fear relapse), or where their loved ones have died through alcohol. Families want to live in a Scotland where Alcohol Free Spaces are the norm for our families and communities, and restricting how alcohol is marketed would be a step in the right direction.”

Ewan Carmichael, youth advocate and AFS Board member said:

“Many young people feel manipulated by the tactics used by the alcohol industry including the use of bright colours or ‘fun’ flavours, and linking alcohol products to energy drinks, which primarily appeal to those under-18-year-olds.

“The Scottish Government needs to listen to young people, and work with them collaboratively to not only legislate to restrict alcohol marketing, but to support those experiencing harm. I am hopeful that if the Scottish government delivers on its promise to consult widely on specific proposals this year, real progress can be made in this Parliament.”

Click here to find out more about the Alcohol-Free Childhood campaign