The ‘It’ll Cost You’ campaign aims at tackling underage drinking  by tackling the adults who purchase it for them. First piloted in 2015 in a small area, the campaign now runs annually across Scotland. It coincides with the summer school holidays (1 July – 12 August this year) and is delivered in partnership by Police Scotland, The Scottish Alcohol Industry Partnership (SAIP) and Community Alcohol Partnerships (CAP) and is supported by the Scottish Government. The SAIP is a platform for the Scottish alcohol industry to support, devise and deliver initiatives that contribute towards the promotion of responsible consumption and tackle harmful drinking.

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 and for those that do it the consequences are severe. Adults who buy alcohol for children may face a fine of up to £5,000 face a prison sentence of up to three months, or both and we want people to understand that.

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Whilst the campaign is clearly focused on adults, young people under 18 and children need to understand that not only are there serious consequences for the adults they ask to make a purchase for them, but their actions also my inadvertently place them in dangerous or vulnerable situations. Therefore, the key aims of the campaign are to protect children from harm, reduce crime and antisocial behaviour and make our communities safer.

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The campaign messages are delivered in store via posters, door and window stickers, digital displays and through instore radio ads as well as on commercial stations. And no campaign would be complete these days without as asocial media element with campaign messages being put out on Facebook and Instagram. Partners also support it through their own social media channels. We are also trialling out of home advertising to support the campaign this year.

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An important part of the campaign is via direct consumer engagement where we have popup stands in store and at local events. It is great having Police Scotland Youth Volunteers out and about supporting the campaign handing out leaflets and putting down pavement stencils with the campaign message.

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It is also important to remember, detecting a proxy purchase is not easy. Retailers are our first line of defence in tackling this issue and it can place staff in a vulnerable position, being subject to abuse when refusing a sale. The campaign provides advice to retailers on how to detect a proxy purchase.

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More information on the campaign can be found at https://www.itwillcostyou.com/

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