Alcohol Focus Scotland’s Alcohol-Free Childhood Campaign is bringing together a broad coalition to protect children and young people from alcohol marketing in Scotland. Backed by more than 60 organisations and supported by over 80 MSPs from across parties, the campaign argues that alcohol marketing is not a harmless backdrop, but a public health issue that shapes when young people start drinking, how much they drink, and the risks they may face later in life. In a video supporting the campaign, SHAAP Director Elinor Jayne points to the strong evidence showing that greater exposure to alcohol marketing is linked to earlier drinking, higher consumption, and a greater likelihood of problematic alcohol use in adulthood.

The campaign is grounded in growing evidence and in children’s rights. Public Health Scotland’s evidence review, published in September 2025, concluded that alcohol marketing and advertising is widespread, persuasive, and drives alcohol consumption and related harms, including among children and young people. It also found that restricting alcohol advertising and marketing is an effective and cost-effective way to reduce alcohol harm. Campaigners argue that this is not only a question of prevention, but also of the Scottish Government’s duty to uphold children’s right to health under the UN Convention on the Rights of the Child, now incorporated into Scots law.

Children and young people themselves have also been clear in calling for action. Over recent years, views gathered from children’s groups and youth panels in Scotland have shown consistent support for reducing alcohol advertising and making alcohol less visible in everyday environments. Yet two years have now passed since the Scottish Government first consulted on alcohol advertising and promotion in 2023, and campaigners say urgent action is needed. The message behind the Alcohol-Free Childhood Campaign is simple: protecting children from alcohol marketing should come before commercial interests.

Find more from Alcohol Focus Scotland (Scotland, 2026)