The ban implemented in Scotland in October 2011 as part of the Alcohol Act 2010 failed to reduce purchase volumes, according to research conducted by the Behaviour and Health Research Unit - a collaboration between the University of East Anglia and the University of Cambridge.
The Scottish government was among the first in the world to introduce a ban on multi-buy promotions - for example, 2 for £8 and buy-one-get-one-free. Multi-buy promotions were seen to stimulate bulk purchase and hence greater consumption of alcohol.
Using household purchasing data from the Kantar WorldPanel, researchers evaluated the impact of the policy on the volume of alcohol purchased as well as on consumers’ alcohol shopping patterns.
They found that the data as of June 2012 showed no evidence that the ban of multi-buy reduced the purchasing of beer, cider, wine, spirits, and flavoured alcohol drinks. In addition, it did not reduce the total amount of units of alcohol purchased.
They also found that the policy influenced shopping patterns of beer and cider, for which multi-buys had been used intensively. Scottish consumers started buying fewer products per shopping trip than they would have without the ban, but went out to buy beer and cider more frequently, leaving the overall amount purchased unchanged.
Lead author Dr Ryota Nakamura from UEA’s Norwich Medical School said: “The industry appears to have responded to the ban by replacing multi-buy with simple price reduction, which made it possible for Scottish consumers to buy alcohol at a discounted price but with a smaller financial outlay. This might have mitigated the intended effects of the policy.”
Prof Theresa Marteau, from the University of Cambridge, said: “This study provides timely evidence on the seeming ineffectiveness of an intervention designed to reduce alcohol consumption.”
Prof Marc Suhrcke, also from UEA’s Norwich Medical School added: “More encompassing policy will be needed to achieve the goal of reducing excessive alcohol consumption and related harms. Partially banning price promotions leaves the door open for industry to just switch to other forms of price promotions, or indeed to reduce the overall price of alcohol. Imposing greater excise duties on alcohol and introducing minimum unit pricing have been shown to reduce alcohol consumption and associated harms. The government has recently put on hold plans to introduce minimum unit pricing.”
'Impact on alcohol purchasing of a ban on multi-buy promotions: a quasi-experimental evaluation comparing Scotland with England and Wales' by Nakamura R, Suhrcke M, Pechey R, Morciano M, Roland M, and Marteau TM is published in the journal Addiction.