Reducing harm caused by alcohol

Alcohol marketing

Pledge to protect children from alcohol marketing - #alcoholfreekids

Alcohol Marketing Pledge

Alcohol Focus Scotland, BMA Scotland, SHAAP and Scottish Families have joined forces to warn that protecting children from exposure to alcohol marketing must be given far greater priority by all parties in the next term of the Scottish Parliament.

More than 30 current MSPs have signed up to this pledge:

“I believe that alcohol marketing has no place in childhood. All children should play, learn and socialise in places that are healthy and safe, protected from exposure to alcohol advertising and sponsorship."

Our campaign is also supported by:

Restricting alcohol marketing

The alcohol industry spends hundreds of millions of pounds every year on marketing their products.

Alcohol brands are everywhere - on TV, cinema, billboards, online, social networks, magazines, newspapers, shops, pubs, public transport, sports sponsorship, music and arts festivals...

This means our children are growing up surrounded by positive messages about drinking. This is concerning because research shows that exposure to alcohol marketing increases the likelihood that young people will start to drink, and to drink more if they are already drinking.

We believe there should be stricter regulation of the content and volume of alcohol marketing to protect children and young people.

This should include:

  • Alcohol advertising restricted to factual information in adult press
  • Cinema alcohol advertising only for 18 certificate films
  • TV alcohol advertising only after 9pm
  • The phased removal of alcohol sponsorship of sports, music and cultural events
  • An independent body to regulate alcohol marketing


The promotion of alcohol is an enormously well-funded, ingenious and pervasive aspect of modern life, trying to recruit new generations of drinkers and speaking for pro-drinking attitudes and heavy alcohol consumption. Self-regulation of alcohol advertising and marketing has been shown to be fragile and largely ineffective. - World Health Organisation, 2004