Could this be the end of booze advertising?

It should be banned pre-watershed, say experts

ALCOHOL adverts would be banned on TV before 11pm and drinks firms would be unable to sponsor music events under a proposed crackdown.

Experts are calling for a raft of measures such as forbidding alcohol advertising in streets, parks and on public transport, and ending the backing of sports games.

The Scottish Government is considering the recommendations, which say alcohol adverts should be factual and without celebrity endorsements.

The proposals were unveiled by experts led by the charity Alcohol Focus Scotland (AFS).

But industry leaders last night warned severe restrictions could impact jobs and tourism. The report, Promoting Good Health from Childhood, is by an international expert group.

Nearly a third of Scottish youngsters have drunk alcohol by age 13 and two-thirds by 15.

The report warns that children are exposed to unacceptably high levels of alcohol marketing and there is ‘clear evidence’ that this exposure leads to drinking at a younger age.

Some matters of advertising, such as events sponsorship and adverts in public, are devolved but others are up to Westminster, including broadcasting. The recommendations urge the Government to ‘press’ Westminster for restrictions on adverts between 6am and 11pm.

However, if this leads to an increase in alcohol advertising outwith the restricted hours, than an ‘outright ban should be pursued’. The report also advises restricting adverts to publications for adults and a ban on promos in cinemas when a film is not an 18 certificate.

AFS chief executive Alison Douglas said: ‘We hope minis- ters will respond to this report and the groundswell of support for effective alcohol marketing restrictions in Scotland.’

Julie Hesketh-Laird, the Scotch Whisky Association’s acting chief executive, said: ‘Many events, and related jobs across the country, would not exist without sponsorship and the subsequent benefits to our economy and society, as well as tourism, would be lost.

‘Visitors would find it extraordinary that famous whisky brands could not be advertised in their home country. There is already a strong framework in place to ensure responsible marketing and advertising.’

Public Health Minister Aileen Campbell said: ‘This is an interesting contribution to the debate on alcohol policy and we will consider it carefully.’

‘Groundswell of support’