It’ll Cost You’ 2025 – award winning campaign on proxy purchasing

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 through the summer of 2025.

The flagship campaign on proxy purchasing is being revamped and rolled out from 30th June to 11th 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.

You can support the campaign in several ways - Get involved | It'll Cost You:

• Playing the radio ad on your in-store radio – see below.

• Displaying the campaign message on your digital displays where available. Please send us the size you require, and we will send them to you.

• Displaying hardcopy campaign materials in store. Campaign packs are being distributed by Police Scotland and Polices Scotland Youth Volunteers.

• Share the social media assets on your channels during the campaign. These will be shared in due course.

• Provide a 1- or 2-hour slots in store where local Police/Licensing Standard Officers/Police Scotland Youth Volunteers can come along with a pop-up banner and leaflets to handout.

If you require any more information, please email jamiem@sgfscot.co.uk.