Campaign to reduce street drinking and disorder to be rolled out across Scotland
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The “It’ll Cost You” campaign to deter adults buying alcohol for minors is to be rolled out across Scotland's towns and cities this year.
The initiative was developed by the Scottish Alcohol Industry Partnership (SAIP), Police Scotland and Community Alcohol Partnerships. It ran throughout the summer of 2022 and was the first time the campaign had been delivered nationally.
The campaign was a mix of social and traditional media and direct consumer engagement in targeted areas across Scotland.
Asking an adult to buy alcohol for under 18s is one of the most common tactics used by young people to access alcohol. The Licensing (Scotland) Act 2005 states that it is an offence for a person to “act as an agent for a child in purchasing or attempting to purchase alcohol”. This is also known as proxy purchase.
An evaluation of the summer 2022 campaign showed it was an effective way to communicate the consequences of buying alcohol for minors and demonstrated the benefits of partnership working between retailers and Police Scotland.
Community Alcohol Partnerships will also utilise the campaign in areas where it operates in Scotland to help reduce alcohol harm among children and young people.
Superintendent Hilary Sloan, Police Scotland, said: “We welcome the evaluation report into last summer’s It’ll Cost You proxy purchasing campaign.
“Protecting vulnerable people is one of our top priorities and this includes protecting young people from the associated risks of alcohol. We know that vulnerability increases when alcohol is a factor and this vulnerability is heightened in young people.
“This campaign showcases the benefits of key partners working together and utilising each other’s resources to inform the public of dangers associated with underage drinking, as well as the criminal consequences for supplying those under 18 with alcohol. Proxy purchasing is an offence, which can result in a fine, a prison sentence, or both. Please do not risk it.
“I look forward to continued working with our partners to build on the campaign’s success in 2023.”
