The ‘You’re asking for it’ campaign in North Lanarkshire has made a big impact in tackling underage drinking.
Driven by the Scottish Alcohol Industry Partnership (SAIP), Police Scotland and North Lanarkshire Community Safety Partnership, the campaign saw a surge of support from 74 retailers, as well as parents and concerned residents in their communities.
Police Scotland analysts report that youth disorder incidents reduced by 10%. The campaign also contributed to a 51% reduction of reports of children drinking on the street.
In addition to 38 adults being reported for buying alcohol for children, the campaign also led to two stores being reported for repeatedly selling alcohol to under 18s.
These results suggest that children have found it more difficult to source alcohol because of the widely publicised campaign.
Market research was undertaken pre- and post-campaign, surveying young people across North Lanarkshire. Only 1% of those interviewed before the campaign were aware that asking an adult to buy alcohol could lead to a prison sentence for the adult, whereas 60% were aware after.
North Lanarkshire Council Leader Jim Logue said: “North Lanarkshire Council is pleased to be the first local authority in Scotland to roll out this effective proxy purchase campaign. ‘You’re asking for it’ sends a very clear message to adults that buying alcohol for children is not acceptable under any circumstances and anyone who is caught faces a fine or prison sentence. It’s important that communities continue to be vigilant on this issue to protect our young people from harm.”
John Lee, Head of Policy and Public Affairs for the Scottish Grocers Federation and Chair of the SAIP Campaigns Group, said the cooperation of retailers had been remarkable.
“Licensees are enthusiastic about the campaign as it provides a structured and supportive approach in identifying and handling cases of proxy purchasing,” he said. “Reducing alcohol sales to under 18s has a significant impact on local communities, helping to improve safety, tackle crime and improve health among young people. I believe this campaign has the potential to have an even bigger impact across Scotland.”
Several other local authorities have now expressed an interest in running the award-winning campaign.
SGF is also collaborating with Police Scotland’s video production unit to develop a training resource for retailers to help them tackle the issue. The video will be launched at the Retail Crime Conference on February 6, 2018.
