Tag: It’ll Cost You campaign

Campaign aimed at tackling youth drinking praised by Minister

The “It’ll Cost You” campaign was praised by Scottish Community Safety Minister Siobhian Brown MSP when she visited the latest roll-out in Edinburgh.

The “It’ll Cost You” campaign now in its tenth year and run nationally across Scotland raises awareness of the consequences of proxy alcohol purchases to help protect children, reduce crime and antisocial behaviour, and make communities safer.

The event at the Scotmid store on Gorgie Road demonstrated the value of partnership working between the alcohol industry, retailers, Community Alcohol Partnerships and the police in tackling underage drinking and youth disorder. 

Asking an adult to buy alcohol for under 18s is one of the most common tactics used by young people to access alcohol. It’s 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. Adults who buy alcohol for children may face a fine of up to £5,000. The campaign raises awareness of the damaging effects and criminal nature of buying alcohol for under 18s.

Victims and Community Safety Minister Siobhian Brown, said: ““To have run this campaign for ten years is a strong example of partnership working to help reduce crime and make our communities safer.

“‘It’ll Cost You’ reinforces the message that buying alcohol for someone under the age of 18, regardless of your relationship to them, is illegal.

“It can put them at risk of becoming vulnerable or involved in antisocial behaviour and if you buy drink for them, you could be fined, imprisoned, or both. This campaign highlights the dangers of underage drinking and sends a strong message that this is not acceptable.”

Policing Together Superintendent Joanne McEwan, Police Scotland, said: “It’ll Cost You” is a really important campaign that looks to address the various risks to young people associated with them gaining access to alcohol.

“Please remember, that buying alcohol for those who are underage is a criminal offence and could result in a fine, a prison sentence, or both.”

Luke McGarty, Scottish Grocers’ Federation, added: “This campaign ties in with SGF’s position of promoting responsible community retailing.

“Retailers are committed to reducing underage drinking and anti-social behaviour linked to alcohol.”

Tam Cassidy, Community Alcohol Partnership Advisor for Scotland, said: “Proxy purchase continues to be a challenge across Scotland.

“This campaign highlights the dangers and penalties that can result from adults buying alcohol for young people.”

Ian Lovie, Licensing & Compliance Manager, Scotmid, said: ““Scotmid has been long term supporters of the campaign.

“We understand the importance of preventing proxy purchasing in our stores to help reduce underage drinking and anti-social behaviour in our communities.”

Campaign launches to tackle youth street drinking

Street disorder and youth drinking are to be tackled in a summer campaign across Scotland.

What began as a pilot designed by the Scottish Alcohol Industry Partnership a decade ago in North Lanarkshire, “It’ll Cost You” is now a nation-wide campaign fronted by Police Scotland.

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 30 June in communities 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: “Retailers are the first line of defence in reducing underage drinking and anti-social behaviour linked to alcohol.

“Our members are robust in ensuring that under 18’s can’t buy alcohol from their stores, so it’s vital that customers support those efforts and are aware of the dangers of proxy purchasing’.  

“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.”

Minister for Victims and Community Safety, Siobhian Brown, said: “To have run this campaign for ten years is a strong example of partnership working to help reduce crime and make our communities safer.

“‘It’ll Cost You’ reinforces the message that buying alcohol for someone under the age of 18, regardless of your relationship to them, is illegal.

“It can put them at risk of becoming vulnerable or involved in antisocial behaviour and if you buy drink for them, you could be fined, imprisoned, or both.

“This campaign highlights the dangers of underage drinking and sends a strong message that this is not acceptable.”