A campaign to highlight the criminality of buying alcohol for minors has been welcomed by the Scottish Government.
Scottish Minister for Community Safety Kirsten Oswald MSP praised the collaboration between Police Scotland, retailers and the alcohol sector to tackle the issue which leads to underage drinking and street disorder.
The “It’ll Cost You” is a campaign fronted by Police Scotland which will run in communities across Scotland during the summer months.
Ms Oswald said: “This campaign by the Scottish Alcohol Industry Partnership is a welcome addition to the efforts in confronting underage drinking.”
The clear message of the campaign is that buying alcohol for minors could land you with a fine, a jail sentence or both.
Police Scotland is working with retailers and alcohol companies to drive home the stark message that buying alcohol for children, proxy purchase, is a criminal offence.
Evaluations of the previous campaigns have shown a steady increase in awareness about the implications of supplying alcohol to minors, but it remains a serious issue with detections being made by police across Scotland during the course of last year’s campaign.
The “It’ll Cost You!” campaign is a collaboration between Police Scotland, the Scottish Alcohol Industry Partnership and Community Alcohol Partnerships.
This year’s campaign will run from Monday 29 June in communities across Scotland.
Kirsten Oswald MSP, Minister for Victims and Community Safety said: “Buying alcohol for anyone under 18 is a criminal offence and could result in a fine, imprisonment or both.
“It can put young people at risk of harm, increase their vulnerability and contribute to antisocial behaviour. This campaign highlights the value of partnership working to tackle underage drinking and help keep our young people safe.
“I welcome the continued efforts of Police Scotland, retailers and the alcohol industry to promote and reinforce this message.
“While awareness is growing, every detection shows that proxy purchasing remains an issue in communities across Scotland. I urge anyone considering it to think carefully about the consequences – for themselves and the young person involved.”
Chief Inspector Michelle Grant, Police Scotland, said: “This campaign showcases the benefits of key partners working together to inform the public of dangers associated with underage drinking, as well as the criminal consequences for supplying those under 18 with alcohol.”
Luke McGarty, Chair of the SAIP Campaigns Group and Head of Policy and Public Affairs, Scottish Grocers Federation, said: “Retailers are successfully stopping underage alcohol purchase through the Challenge 25 scheme.
“It is vital, therefore, that adults buying alcohol for them instead are fully aware that it is a criminal act. The “It’ll Cost You!” campaign fits perfectly with SGF’s position of promoting responsible community retailing.
“We look forward to continuing to work with our partners on the campaign again this year.”
Tam Cassidy, Community Alcohol Partnership, said: “The campaign gives us an opportunity to spread the “It’ll Cost You!” message in local communities, highlighting the dangers of buying alcohol for young people.
“We look forward to working with Police Scotland and the Police Scotland Youth Volunteers to make sure that this messaging is carried through all our engagement activity this summer.”
