Scots agree new alcohol sponsorship guidelines

The Scottish alcohol industry has agreed to new commercial sponsorship guidelines designed to promote responsible drinking and safeguard young people.

The guidelines have been drawn up by the Scottish Government and Alcohol Industry Partnership, which brings together representatives from the Scottish Government and major drinks firms.

The partnership recognises the contribution of drinks companies to the Scottish economy and civic life and with this in mind distillers, brewers and alcohol retailers in Scotland have agreed on certain principles. These are:

• events promoting responsible drinking will be included in any new sponsorship.

• alcohol brands will not be used to sponsor sports teams, brands, celebrities or events with appeal to under 18s, nor sponsor individuals under 18.

• responsible drinking messages will be printed on all point of sale communications.

• sampling activities at sponsored events will be conducted in a responsible manner.

Gavin Hewitt, chief executive of The Scotch Whisky Association, said: "Scotch whisky distillers are proud to make an important contribution to Scottish life through support of a wide range of local and national cultural and sporting events.

"We believe such activities can be used to extend the industry's commitment to tackling alcohol misuse. We welcome the new guidelines, which are in line with the commitment of distillers to uphold the highest standards of social and corporate responsibility in all their activities."

Scottish Health Minister Shona Robison welcomed the move, but added: "We appreciate that the alcohol industry makes a significant contribution to the promotion of sports and the arts in Scotland, but this comes with responsibilities."

Alcohol misuse is estimated to cost Scotland £2.25bn every year.