Reducing harm caused by alcohol

Alcohol marketing

Pledge to protect children from alcohol marketing

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.

40 organisations and the majority of sitting MSPs (70) representing all parties have signed up to our pledge below.

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End alcohol marketing in childhood

Alcohol brands are highly visible in our everyday lives. Whether it’s adverts on TV, cinema, billboards or online, in magazines and newspapers, at shops, pubs, or sponsorship of sporting and music events - there’s really no avoiding them

The alcohol industry spends hundreds of millions of pounds every year on marketing their products. Although alcohol companies claim only to advertise to adults, the existing advertising codes are so weak that young people are regularly exposed to alcohol marketing which they find appealing.

A survey we carried out found 10 and 11 year olds were more familiar with certain beer brands than leading brands of biscuits, crisps and ice cream.

This is concerning because there is strong evidence that exposure to alcohol marketing leads young people to drink more, and to drink at an earlier age.

Action to protect children from alcohol marketing includes:

  • Prohibition of outdoor alcohol advertising and advertising in public spaces
  • Alcohol advertising restricted to factual information in adult press
  • Cinema alcohol advertising only for 18 certificate films
  • Restrictions on TV alcohol advertising
  • The phased removal of alcohol sponsorship of sports, music and cultural events
  • An independent body established to regulate alcohol marketing

Find out more - read our report from the expert group on alcohol marketing, the Q&A on alcohol marketing with Prof. Karine Gallopel-Morvan and our briefing on Protecting Children and Young People from Alcohol Marketing.