Under-age drink campaign is a hit

Council pilot scheme set to roll out

A campaign piloted in North Lanarkshire to tackle the issue of proxy purchasing of alcohol is set to be rolled out to other areas.

The award-winning “You’re Asking For It” initiative was launched in Monklands last summer, and resulted in a halving of reports of children drinking on the streets of the authority area, and a 10 per cent reduction in youth disorder incidents.

Now an online resource has been developed to help other councils across Scotland implement the scheme, comprising advice, case studies and evaluations from the North Lanarkshire pilot.

It was launched at a special event attended by police, retailers, health workers and alcohol producers.

Council leader Jim Logue, the Airdrie Central representative, said: “The health and wellbeing of our young people is important to us, and ‘You’re Asking For It’ has directly inspired further developments – schools are exploring the key issues through drama and peer learning, so young people are aware of the dangers and consequences.”

He added: “As the first local authority to roll out this campaign, we endorse the approach and would encourage other local authorities to consider running it.”

A total of 38 adults were reported for buying alcohol for under- 18s during last year’s campaign in North Lanarkshire, and two stores were reported for repeatedly making sales to those under age.

More than 300 shops supported the initiative and 14 proxy purchase “hotspots” were identified – while there was a 34 per cent increase in awareness of the law on proxy purchasing amongst adults, and the potential consequences of a threemonth jail term or a fine of up to £5000.

John Lee of the Scottish Alcohol Industry Partnership said: “Underage drinking plays a major role in anti-social behaviour, crime and violence in communities.

“I commend the tireless work of the council, Police Scotland, retailers and public for rallying behind the campaign in North Lanarkshire.

“Our focus now is to build on this success and combat the problem on a national level.”

Superintendent Rob Hay added: “The aim of ‘ You’re Asking For It’ is to reduce the risk of harm and vulnerability to children.

“It’s recognised that alcohol consumption is a factor in many crimes. Supplying alcohol to children puts them at risk of harm, which is why it is so important that this campaign is a success.”

The initiative was launched in response to concerns that under18s were increasingly accessing alcohol via proxy purchasing, as other initiatives such as Challenge 25 have reduced direct alcohol sales to those who are underage.

“You’re Asking For It” earned a Police Scotland national excellence award for the “greatest contribution to policing priorities”, and officials noted that the North Lanarkshire results “suggest children have found it more difficult to source alcohol as a result”.

We’d encourage other authorities to consider running it