Alcohol Marketing in Scotland

Alcohol marketing and young people

Exposure to alcohol marketing increases the likelihood that children and young people will start drinking or, if they already consume alcohol, will drink more. This exposure is associated with both short-term and long-term health risks.[1]
A study conducted by the University of Stirling found that 82% of UK youths aged 11 to 19 recalled seeing at least one form of alcohol marketing in the month preceding the survey, with at least half estimated to have seen 32 or more instances—equating to approximately one exposure per day.[2]
Young people who owned alcohol-branded merchandise were twice as likely to be susceptible to drinking in the next year compared to those who did not own such merchandise.[3]
According to a study by the Organisation for Economic Co-operation and Development (OECD), more than a third of 15-year-old girls in the UK reported getting drunk at least twice, surpassing their male counterparts. This trend is attributed to targeted marketing by alcohol companies and cultural shifts.[4]

Alcohol marketing can act as a trigger for heavy drinkers and individuals in recovery, making abstention more challenging. The pervasive nature of alcohol advertising normalizes drinking and can hinder recovery efforts.
People with (or at risk of) an alcohol problem are more likely to notice alcohol adverts and to find them appealing which can translate into increased alcohol use. People in recovery from an alcohol problem tell us that alcohol marketing is a risk to their recovery.[5]

There is a positive association between exposure to alcohol sports sponsorship and increased levels of self-reported alcohol consumption among both schoolchildren and adult sportspeople. Awareness of alcohol sports sponsorship among 14–15-year-old students predicted a higher likelihood of drinking and getting drunk.[6]
During the 2018-19 season, alcohol companies comprised 15% of official sponsors or partners in Scottish rugby union and 4% in Scottish football.[7]
During a Six Nations rugby match between Scotland and England, alcohol marketing references appeared approximately every 15 seconds. In Scottish Premiership football highlights, such references occurred every 57 seconds on average.[8]
A study conducted among UK university sportspeople revealed that 36% reported receiving alcohol industry sponsorship. Those whose teams or clubs were sponsored by alcohol companies had significantly higher Alcohol Use Disorders Identification Test (AUDIT) scores, indicating more hazardous drinking patterns. Specifically, individuals with both team and club sponsorships had AUDIT scores 2.47 points higher than non-sponsored peers.[9]

The World Health Organization has identified restricting alcohol marketing as one of the three ‘best buys’ for alcohol policy.
The Scottish Government’s consultation on restricting alcohol marketing ran from November 2022 to March 2023, with strong support from public health groups but opposition from the alcohol industry. Following the consultation, the government published an analysis in November 2023 and announced plans for further engagement with stakeholders in early 2024. The aim is to refine the proposals to balance public health concerns with economic considerations, with a further public consultation to follow.[10]