Tag: It'll Cost You campaign

Scotmid stores to take part in campaign to tackle underage drinking

Scotmid Co-operative, is bringing the “It’ll Cost You” campaign, which highlights that buying alcohol for children could result in a fine or jail time, to stores across Edinburgh.

Through its partnership with Police Scotland, the Scottish Alcohol Industry Partnership (SAIP) and Community Alcohol Partnerships, the retailer aims to serve a duty of care within the community by protecting children from the harms of underage drinking.

Throughout the school holidays, radio adverts will be played over the in-store radio, ensuring that shoppers understand the legal implications of buying alcohol for under-18s. Scotmid is also displaying campaign graphics on digital screens, highlighting the consequences of proxy alcohol purchases.

Ian Lovie, Scotmid Compliance Manager at Scotmid said: “Our role in the campaign is to make our customers in our communities understand the implication of purchasing alcohol for under 18s.

“The campaign is a great example of working together with local law enforcement, to make the communities we serve safer.”

Superintendent Joanne McEwan, 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: “Proxy purchasing is not an easy crime to detect and retailers are the first line of defence in reducing underage drinking and anti-social behaviour linked to alcohol.

“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.”

Grahame Clarke, Community Alcohol Partnership Coordinator, 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.”

Siobhian Brown MSP, Minister for Victims and Community Safety, said: “I welcome the return of a campaign that successfully illustrates the value of strong collaboration and regular engagement between partners, which help to deliver shared aims to help reduce underage drinking and anti-social behaviour in our communities.”

The campaign will run throughout summer 2024. For more information, visit: 

https://www.itwillcostyou.com/

It’ll Cost You!: Campaign launches to tackle youth street drinking

BUYING ALCOHOL FOR CHILDREN COULD LEAVE YOU FACING A FINE OR JAIL TIME.

That’s the stark message of a campaign running across this summer in collaboration with retailers, alcohol companies and Police Scotland.

Evaluations of the previous “It’ll Cost You!” campaigns have shown a steady increase in awareness about the implications of supplying alcohol to minors, but it remains a serious issue with 18 detections being made during the course of last year’s campaign.

It is an offence in Scotland for an adult to buy or attempt to buy alcohol for someone who is under the age of 18. This is known as proxy purchase and can result in a fine, imprisonment or both.

The “It’ll Cost You!” campaign is a collaboration between Police Scotland, the Scottish Alcohol Industry Partnership and Community Alcohol Partnerships aims to raise awareness of the damaging effects and criminal nature of buying alcohol for under 18s.

This year’s campaign will run from 1 July to 12 August across Scotland.

Superintendent Joanne McEwan, 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: “Proxy purchasing is not an easy crime to detect and retailers are the first line of defence in reducing underage drinking and anti-social behaviour linked to alcohol.

“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.”

Grahame Clarke, Community Alcohol Partnership Coordinator, 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.”

Siobhain Brown MSP, Minister for Victims and Community Safety, said: “I welcome the return of a campaign that successfully illustrates the value of strong collaboration and regular engagement between partners, which help to deliver shared aims to help reduce underage drinking and anti-social behaviour in our communities.”

Successful campaign to reduce street drinking and disorder to continue

A successful campaign to reduce street drinking and disorder will be rolled out to more towns and cities across Scotland.

The “It’ll Cost You” campaign to deter adults buying alcohol for minors was developed by the Scottish Alcohol Industry Partnership (SAIP), Police Scotland and Community Alcohol Partnerships. It ran throughout the summer of 2022 and was the first time the campaign had been delivered nationally.

The campaign was a mix of social and traditional media and direct consumer engagement in targeted areas across Scotland.

Asking an adult to buy alcohol for under 18s is one of the most common tactics used by young people to access alcohol. The Licensing (Scotland) Act 2005 states that it is an offence for a person to “act as an agent for a child in purchasing or attempting to purchase alcohol”. This is also known as proxy purchase.

An evaluation of the summer 2022 campaign showed it was an effective way to communicate the consequences of buying alcohol for minors and demonstrated the benefits of partnership working between retailers and Police Scotland.

Community Alcohol Partnerships will also utilise the campaign in areas where it operates in Scotland to help reduce alcohol harm among children and young people.

Superintendent Hilary Sloan, Police Scotland, said: “We welcome the evaluation report into last summer’s It’ll Cost You proxy purchasing campaign.

“Protecting vulnerable people is one of our top priorities and this includes protecting young people from the associated risks of alcohol. We know that vulnerability increases when alcohol is a factor and this vulnerability is heightened in young people.

“This campaign showcases the benefits of key partners working together and utilising each other’s resources to inform the public of dangers associated with underage drinking, as well as the criminal consequences for supplying those under 18 with alcohol. Proxy purchasing is an offence, which can result in a fine, a prison sentence, or both. Please do not risk it.

“I look forward to continued working with our partners to build on the campaign’s success in 2023”

Luke McGarty, Chair of the SAIP Campaigns Group and Head of Policy and Public Affairs, Scottish Grocers Federation said: “We welcome the publication of the evaluation report and the key learnings from delivering the “It’ll Cost You” campaign nationally for the first time.

“Reducing underage drinking and anti-social behaviour linked to alcohol is one we support and ties in with SGF’s position of promoting responsible community retailing. We will continue to work with the campaign going forward.”

Graham Clarke, Community Alcohol Partnership Advisor for Scotland, said: “Community Alcohol Partnerships (CAP) was delighted to be a partner in the “It’ll Cost You” campaign and to support activity in each of our CAP areas. 

“The campaign gave CAP an opportunity to carry the “It’ll Cost You” resources and messaging in local communities, highlighting the dangers of buying alcohol for young people.  We worked closely with Police Scotland and the Police Scotland Youth Volunteers to make sure that this messaging was carried through all our engagement activity and look forward to supporting the campaign again in 2023.”

Community Safety Minister Elena Whitham MSP said: “The Scottish Government welcomed the publication of the evaluation report. We remain committed to protecting young persons and children from harm.

“Underage drinking can cause short and long-term harm to health and put young persons in dangerous situations when drunk. Purchasing alcohol for someone under 18 is a criminal offence, and we were pleased to support collective efforts to help reduce the attempted purchase of alcohol for those underage.

“The 2022 National campaign illustrated the value of strong collaboration and regular engagement between partners, which helped to deliver shared aims to help reduce underage drinking and anti-social behaviour as a key step to help keep communities safe.”

A copy of the Evaluation report can be found here.

Police: It’ll Cost You

Are you aware of the consequences of proxy purchasing?

Underage drinking plays a huge part in antisocial behaviour, crime and violence in local communities. One of the ways young people get their hands on alcohol is to ask an adult to buy it for them. This is called proxy purchasing – and it’s a criminal offence.

Buy alcohol for someone under 18 and you could face a fine of up to £5,000 or up to 3 months in prison. Or both.

For more information visit ➡️itwillcostyou.com

If you’re the adult being asked to buy alcohol for someone under 18:

Buying alcohol for anyone under the age of 18 is a criminal offence.

  • Depending on the circumstances, if you’re caught you could be fined up to £5,000.
  • You could also face a prison sentence of up to three months and a criminal record.

Alcohol-related anti social behaviour and violence affects everyone. It might be someone you know who suffers.

If you’re under 18 and asking an adult to buy alcohol for you:

  • You’ll lose the money you’ve handed over, and the alcohol purchased on your behalf will be confiscated.
  • If you are under 16 your parents or guardians will be notified.
  • If it’s an older brother, sister or mate, you’ve asked, then you’re putting them on the spot – they will be the ones facing a fine and a criminal record.
  • Alcohol can have a significant impact on your health, and put you in vulnerable or dangerous situations.

Visit www.scotland.police.uk for advice, resources and information.