‘It’ll Cost You’ – award winning campaign on proxy purchasing relaunches

SGF and the Scottish Alcohol Industry Partnership (SAIP) are delighted to announce that the ‘It’ll Cost You’ campaign on proxy purchasing of alcohol will run over the summer of 2024. Some of the key campaign materials are attached and you can find out more on the website, at: www.itwillcostyou.com

The flagship campaign began on 1st July and will run until 12th August. As Chair of the It'll Cost You Steering Group, SGF and partners will be sharing materials online and on social media throughout the of the campaign period. 

Underage drinking plays a huge part in antisocial behaviour, crime and violence in local communities. This campaign aims to reduce the risk of harm and vulnerability to under 18s by cracking down on proxy purchasing through raising awareness of the consequences. It’s a criminal offence to buy alcohol for someone under 18. People who do so could face a fine of up to £5,000 and up to 3 months in prison.

Where possible, please use the Radio Ad in store during the campaign. Digital assets for the campaign, to use in-store or download, are available at: ICY Social Media Assets.

Likewise, If you require versions with alternative dimensions, please let us know at jamiem@sgfscot.co.uk, and we may be able to provide them.