‘It’ll Cost You’ – campaign on proxy purchasing will be running again in 2026
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 be running again over summer of 2026. Details of the campaign can be found on the website, at: www.itwillcostyou.com
The flagship campaign will be rolled out from 29th June until 10th 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, we would ask you to support the campaign by:
Playing the radio ad on your in-store radio – see attached.
Displaying the campaign message on your digital displays – see below. If you require versions with alternative dimensions, please let us know at jamiem@sgfscot.co.uk, and we may be able to provide them.
Displaying hardcopy campaign materials in store. Police Scotland/Police Scotland Youth Volunteers will be visiting stores to handout campaign packs.
Allow pavement stencils to be placed outside your stores.
