Tackling underage drinking, by tackling the adults who ask for it

The It'll Cost You campaign has been developed by the Scottish Alcohol Industry Partnership, in collaboration with Police Scotland and various Community Alcohol groups.

This year, campaign activity will take place throughout Scotland from 1 July to 12 August 2024.

What are the campaign aims?

By raising awareness of the consequences of proxy purchase, the It'll Cost You campaign aims to:

  •  Protect children from harm
  •  Reduce the number of attempted purchases of alcohol for under 18s
  •  Reduce crime
  •  Reduce antisocial behaviour/noise
  •  Make our communities safer

Who are the target audiences?

  1.  Adults: anyone over the age of 18 including parents, older siblings, friends and members of the general public, who under 18s may approach to buy alcohol for them.
  2.  Under 18s: children need to understand that not only are there serious consequences for the adults they ask to make a purchase for them, their actions my inadvertently place them in dangerous or vulnerable situations.