A review conducted by Public Health Scotland into the evidence about alcohol marketing and advertising has concluded that people are regularly exposed to alcohol marketing, that this increases consumption and that regulating marketing is an effective way to reduce drinking and therefore alcohol-related harm.
The review states:
“Contrary to some claims that marketing is about market share rather than increasing consumption, and that alcohol marketing does not appeal to young people, the evidence base, comprising 26 studies, suggests that there is a relationship between marketing and consumption, including young adults and those under minimum legal drinking age.”
And
“the available evidence supports the conclusion that restricting alcohol marketing and advertising is an effective, and cost effective, way for the state to reduce alcohol consumption and related attitudes, behaviours and health outcomes.”
Dr Alastair MacGilchrist OBE, Chair of SHAAP, said:
“The evidence is clear: alcohol marketing increases consumption. We have long known the alcohol industry would not spend billions on marketing if it did not result in increased consumption – and increased profits for them.
“The review concludes that voluntary self-regulation by the industry is not working. The evidence supports a complete ban; however it is reasonable to assume that since more marketing results in higher sales and consumption, any reduction in marketing will lead to lower sales and therefore less harm.
“We are bombarded with alcohol advertising: on television, on billboards, online. This impacts all of us but especially people most vulnerable to harm, including children and young people and people in recovery.
“The Scottish Government agrees that children and young people have the right to a childhood free from alcohol marketing. Now it’s time to put that principle into practice, armed with this evidence, and for Ministers to protect children and young people from alcohol advertising.
“1,277 people died from alcohol in 2023. The Scottish Government has a responsibility to use all of the tools in its arsenal – including restricting marketing and advertising – to reduce alcohol harms and save lives.”