Scotland: Alcohol brands are not allowed to sponsor events that appeal to under 18’s.
The Scottish alcohol industry has agreed to new commercial sponsorship guidelines, set out by the Scottish Government and Alcohol Industry Partnership. The new rules include:
• events promoting responsible drinking will be included in any new sponsorship.
• alcohol brands will not be used to sponsor sports teams, brands, celebrities or events with appeal to under 18s, nor sponsor individuals under 18.
• responsible drinking messages will be printed on all point of sale communications.
• sampling activities at sponsored events will be conducted in a responsible manner.
Gavin Hewitt, chief executive of The Scotch Whisky Association, said:
“We believe such activities can be used to extend the industry’s commitment to tackling alcohol misuse. We welcome the new guidelines, which are in line with the commitment of distillers to uphold the highest standards of social and corporate responsibility in all their activities.”
Scottish health minister Shona Robison added: "The Scottish Government has always recognised that the alcohol industry has an important role to play in the drive to create a culture where responsible consumption of alcohol is the norm.
"We also appreciate that the industry makes a significant contribution to the promotion of sports and the arts in Scotland, but this comes with responsibilities.
"The Scottish Government believes that self-regulation by the industry alone will not be enough to get to grips with the spiralling problem of alcohol misuse in Scotland.
"It's only by tackling this country's drink problem head-on that we can stop alcohol misuse blighting families and communities and reduce the £2.25 billion strain it's putting on our economy."