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Whisky Alcohol Scottish Government

Scottish Government welcomes report on knowledge of Scotland’s Alcohol Sponsorship Guidelines


By The Drum Team, Editorial

March 6, 2012 | 2 min read

The Scottish Government has welcomed an independent report measuring the uptake and knowledge of Scotland’s Alcohol Sponsorship Guidelines, handled by Ipsos MORI.

The report made a number of recommendations that aim to build on the effectiveness of the guidelines, which included the development of best practice examples, the strengthening of the self-regulatory framework and creating a joined up approach across the UK, with the lead heralding from Scotland.

Michael Matheson, public health minister for Scotland, welcomed the findings, and commended the industry. “Alongside the alcohol industry partnership we will now continue to develop the guidelines in line with the recommendations set out, to ensure that they remain fit for purpose, promoting responsible consumption and protecting those under the age of 18,” he continued.

“As a government we have been clear that we are determined to tackle Scotland’s unhealthy relationship with alcohol and as part of this it is right and proper that there are guidelines to ensure that alcohol sponsorship is carried out in a responsible way and more importantly that sponsorship opportunities are used to promote responsible drinking.”

Speaking on behalf of industry partners, Campbell Evans, director of Government & Consumer Affairs at Scotch Whisky Association, said: “This report demonstrates the role that positive, collaborative self-regulation can play and the alcohol industry working through the partnership welcomes the findings of the report. We will be working with the Scottish Government, the Portman Group and others to ensure that recommendations are carried forwards.”

Whisky Alcohol Scottish Government

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