Young Scot’s Youth Commission on Alcohol calls for a ban on alcohol ads in public places

Scotland’s first ever youth commission publishes recommendations to improve Scotland’s relationship with alcohol

Increased alcohol education within the school curriculum, a ban on alcohol advertising in public places, diversionary activities for adults and research into the impact of passive drinking are just some of the recommendations made by Scotland’s first Youth Commission on Alcohol. The findings from the year-long investigation looking into Scotland’s relationship with alcohol were formally handed over to Minister for Public Health, Shona Robison MSP.

Commissioned by the Scottish Government and supported by Young Scot, The Youth Commission on Alcohol, was launched in March 2009. It was fully led and carried out by 16 young people from all over Scotland who took a full sweep of society to make recommendations for policy and action to change Scotland’s culture of alcohol misuse.

The Youth Commissioners, all aged between 14 and 22, have, for the last year, been investigating the issues that contribute to Scotland’s alcohol consumption, shaping resolutions to the problem, and have now made recommendations for future change. There are 38 recommendations based around eight key work streams: accessibility and availability; changing culture through leisure and lifestyle choices; education; emotional support for young people; personal safety; regulating alcohol industry marketing and promotion; social marketing; and young people influencing treatment services.

Youth participation

After their experience in examining the issue of alcohol, the Commissioners have called for widespread participation of young people in policy and decision-making, at a local and national level, to be a fundamental factor in underpinning future cultural change in Scotland. Current levels of youth engagement in shaping and infl uencing elements of licensing decisions, designing leisure activities and social marketing campaign development, and planning education programmes require a stronger emphasis to meet the needs of not just young people but society as a whole.

Passive drinking

Many young people are negatively affected, not by their own drinking choices, but by those of others and the recommendations recognise the importance of raising awareness of passive drinking among young people and the support services available to them. The report identifi es a gap in existing research into the impact of passive drinking on young people and adults.

Alcohol advertising

The recommendations tackle the impact of alcohol marketing and promotion, calling for a clear and realistic pathway to a complete ban of alcohol advertising in public places as a long-term goal. The aim is to reduce the amount of advertising people in Scotland are exposed to. Having studied the effects of alcohol promotion, the Commissioners stipulate that the public sector should clearly lead regulation of alcohol promotion and enforce stricter regulation of digital marketing campaigns.

Alternative leisure choices

One of the unique recommendations to address culture change is through action to encourage alternative alcohol-free leisure and lifestyle choices for adults. The alternative activities recommended in the report would create a positive leisure time culture among adults. Less emphasis on alcohol consumption will have a direct impact on the experience and understanding of alcohol young people take from their adult peers.

Education

The report also proposes that alcohol education should be given a greater focus in school education. By recognising ‘Health and Wellbeing’ as a school subject in its own right alcohol education will be embedded into existing strategies to give young people an improved knowledge and understanding.

During the course of the investigation the Youth Commissioners undertook an extensive research programme, participating in national conferences, consulting stakeholders, visiting experts, projects and key agencies to build up a significant body of evidence from which to make their recommendations. It is anticipated that following the formal handover, the recommendations - which have given a voice to Scotland’s young people - will be considered as part of the Scottish Government’s Framework for Action on Alcohol.

Youth Commissioner, Ryan Leitch said: “It was fantastic being involved with the Youth Commission on Alcohol. It’s great that young people have been given this opportunity to have their voice heard at the upper levels of government, hopefully there will be lots more commissions like this. We based our recommendations on the evidence we received from alcohol experts and the Scottish people. There isn’t one answer so we have come up with a number of key approaches to improve Scotland’s relationship with alcohol.”

Public Health Minister Shona Robison said: “Tackling alcohol misuse is a key priority for the Scottish Government and we recognise both the need to protect young people from this potential harm and the role they can play in tackling Scotland’s reputation as a nation of heavy drinkers. The Youth Commission on Alcohol has been a unique piece of work, and engaging with these young people will provide further input to our ongoing action.”

www.youngscot.org – The national youth information portal for Scotland www.youngscot.net - Young Scot’s corporate website