Charities call for alcohol ad ban in Scottish sport

Two charities are asking the Scottish government to prohibit alcohol sponsorship in sport after links were found between drinks marketing and binge drinking.

Exposure to alcohol marketing in sport could be a cause of binge drinking

Alcohol Focus Scotland and Scottish Health Action on Alcohol Problems made their plight to the Scottish government following new research from the Institute for Social Marketing and Health, at the University of Stirling.

The university found that when alcohol brands sponsor clubs and tournaments there was a high amount of alcohol references, and that alcohol advertising was “integrated into the club identity”.

Alison Douglas, chief executive of Alcohol Focus Scotland, said: “Sponsorship by alcohol companies has been woven into the fabric of the sports we love, capitalising on our emotional connections to our teams and players, so that we associate certain alcohol brands with healthy activity and high-performing athletes.

“Sport should be clean – it should inspire good health and active participation – and to use it as a promotional vehicle for an addictive and health-harming product is simply unacceptable.

“The current system of self-regulation is no regulation. It is failing to protect people – especially our children and other vulnerable people. The Scottish Government needs to act.”

Currently, sponsors can be visible through pitch-side hoardings and shirt sponsorships, as well as in pre-match build up with social media activity, product endorsement from players and limited edition products.

According to Alcohol Focus Scotland, this exposure reaches “millions of people – including children and young people”. The charity said there is “clear” evidence that “alcohol marketing exposure is a cause of binge drinking”.

Dr Richard Purves, from the Institute for Social Marketing and Health at the University of Stirling, said: “This new research provides, for the first time, insight into the extent, nature and frequency of alcohol sponsorship within two of Scotland’s most popular spectator sports, football and rugby union.

“Alcohol sponsorship was particularly visible in rugby union, both in terms of the number of sponsorship relations with alcohol companies and how often alcohol marketing references appeared in the television broadcasts analysed.

“For football, alcohol sponsorship appeared to be more prevalent amongst larger or more successful teams, for example those playing at the top level, compared to clubs which offered fewer opportunities for national and international exposure, such as those in the lower leagues.”

Protecting young drinkers

Investigators from Scotland’s Children’s Parliament found that nine to 11-year-olds had awareness and knowledge of alcohol in sport, with one child able to give specific details of pitch-side advertising.

Members of Children’s Parliament met with Scotland’s first minister, Nicola Sturgeon, and the cabinet and called to make alcohol less visible for children. Their requests included ending sponsorship of sports and events at which children may be present, in order to ensure “all children grow up in an environment free from the negative impact of alcohol”.

In response to the study, UK alcohol watchdog the Portman Group argued the alcohol industry was “responsible” and followed a marketing code of practice.

Portman Group chief executive John Timothy said: “The alcohol industry is a responsible sector and this shows in the approach to sponsorship. The Portman Group has made extensive efforts over the years on sponsorship and just six years ago we worked with the Scottish government and industry to create a code of practice. It is working and ensures that children are not targeted by advertising.”