Drinks manufacturers face legal ban on sponsoring youth events

DRINKS companies will be stopped from sponsoring events with a “particular appeal” to under-18s under guidelines to promote responsible drinking.

An agreement drawn up by the Scottish Government and Alcohol Industry Partnership also means companies will have to make greater efforts to encourage safer drinking in their promotional material.

But campaigners said that the restrictions on firms should be expanded, with a ban on all alcohol sponsorship in sport.

The guidelines state that drinks sponsors should make “all reasonable effort” to anticipate the make-up of the audience at particular events.

They said that 75 per cent of the audience must be over 18 if drink sponsorship takes place.

Shona Robison, the public health minister, said the alcohol industry made a significant contribution to the promotion of sports and arts in Scotland, but she said this came with responsibilities. She added: “Of course, 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.”

The Scottish Government will soon set out further measures to tackle alcohol misuse.

Evelyn Gillan, of Scottish Health Action on Alcohol Problems, said while they welcomed the guidelines, action on sponsorship should be expanded.

“The big issue is the ubiquity of alcohol in our culture. Sport, music, the arts and even the Politician of the Year awards have alcohol brands as sponsors,” she said.

“If we are to tackle alcohol misuse we have to reduce everyone’s exposure to alcohol.”

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Source: The Scotsman

Tags: Alcohol Industry Partnership, DRINKS companies, Festival sponcership, responsible drinking, sponsoring events

Category: Event Industry News