A community campaign to tackle underage drinking reaches its tenth anniversary this year when it will once again aim to deter adults buying alcohol for children.
The ‘It’ll Cost You’ initiative has run nationally across Scotland for the last three years and will continue in summer 2025. Evaluations of the previous campaigns have shown a steady increase in awareness about the implications of supplying alcohol to minors, but it remains an issue with 8 detections being made during the course of the 2024 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 and aims to raise awareness of the damaging effects and criminal nature of buying alcohol for under 18s.
This year’s campaign will run from Monday 30 June to Monday 11 August across Scotland.
Joanne McEwan, Policing Together Superintendent, said: “The multi-agency proxy purchase campaign is an important annual initiative, which helps us raise awareness of the consequences associated with providing alcohol to young people.
“Purchasing alcohol for anyone under the age of 18 is a criminal offence and you risk a fine, imprisonment, or both if you are caught doing so.
“Safeguarding young people from harm is part of our Chief Constable’s commitment to building safer communities and we will continue to work with partners to tackle underage drinking.”
Luke McGarty, Chair of the SAIP Campaigns Group and Head of Policy and Public Affairs, Scottish Grocers Federation, said: “Retailers are committed to reducing underage drinking and anti-social behaviour linked to alcohol.
“This campaign ties in with SGF’s position of promoting responsible community retailing and 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 carry the “It’ll Cost You” resources and messaging 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, Community Safety Minister said: “It is illegal for adults to buy or attempt to buy alcohol for under 18s and I welcome this campaign which is a good example of partners working together to stop the practice.
“People may feel they are doing no harm, but buying alcohol for underage young people risks them becoming vulnerable through alcohol or contributing to anti-social behaviour in our communities.”