Information on Cookies

To make the best use of our website, you'll need to make sure your web browser is set to accept cookies to ensure you receive the best experience.

For further information, please read our Cookies Policy.

Log In

Go To News
Scotland Consultation: Restricting alcohol advertising and promotion Published Date: 17/11/2022

This consultation by the Scottish Government seeks views on potential restrictions to alcohol advertising and promotion in Scotland, including:

Sport and events sponsorship:

  • Prohibit alcohol-branded sports merchandise, including sponsorship on replica kits.
  • Offer accreditation to sports venues which are more family-friendly. This entails reducing the alcohol advertising on display, placing limits on the number of alcoholic drinks a person can buy, and hosting at least six alcohol-free sporting events per year.
  • During televised sporting events, footage of crowds should avoid close shots of people drinking alcohol.

Outdoor and public spaces marketing:

  • Prohibit alcohol marketing on billboards and posters near to schools, nurseries and playgrounds, and on public transport vehicles, stops and stations

In-store alcohol marketing:

  • restricting window displays of alcohol,
  • restricting the use of mixed alcohol and non-alcohol aisles,
  • prohibiting aisle-end displays of alcohol,
  • redefining the alcohol display area, and/or
  • covering alcohol behind till areas similar to tobacco.
  • structural separation of alcohol in Scotland to reduce the visibility of alcohol in off-trade settings (e.g., supermarkets)

Brand-sharing and merchandise:

  • prohibit the free distribution of alcohol-branded merchandise in Scotland
  • potential alcohol marketing restrictions applied to no-or low drinks products between 0% ABV and 1.2% ABV, where these carry the same brand name, or identifiable brand markings, as alcohol drinks over 1.2% ABV.

Print Advertising:

  • prohibit advertising of alcohol in newspapers and magazines

Online Marketing:

  • restrict alcohol-branded social media channels and websites in Scotland
  • restrict paid alcohol advertising online in Scotland

Examples include adverts appearing on websites, via pop-ups on social media platforms, on search engines, or influencer advertising.

  • restrict alcohol companies from sharing promotional content on social media (e.g. filters, videos or posts) – whether this is produced by them or by consumers.

Television and Radio 

  • prohibiting alcohol advertising on television and radio completely
  • introduce a watershed for alcohol advertising on TV and radio
  • restrict advertising in cinemas.

(Noted that restrictions on television or radio advertising may require action by the UK Government to implement).


Responding to this consultation

This consultation will close on 9 March 2023.

Responses are requested via the Scottish Government’s consultation hub, Citizen Space ( Access and respond to this consultation online at You can save and return to your responses while the consultation is still open.

IoL Response

The IoL has responded to this consultation: Read the response