New rules on Scottish drinks sponsorship

03 February, 2009

New sponsorship guidelines for alcohol brands in Scotland have been drawn up by a body comprising representatives of government and the industry.

The rules mean distillers, brewers and alcohol retailers should include activities or events to promote responsible drinking in any new commercial sponsorship deal.

It also means brands wonít be allowed to sponsor teams, brands, celebrities or events which have a particular appeal to under-18s.

Sponsorship of individual aged under 18 Ė such as junior athletes Ė will also be outlawed.

Responsible drinking messages will appear on all sponsorship point-of-sale material and there is a commitment to conduct sampling activities at sponsored events in a responsible manner.

George Kyle, head of sponsorship at Tennentís firm Inbev UK, said: ďTennentís recognises its responsibilities and welcomes the new commercial sponsorship guidelines which reflect our own high standards as Scotlandís number one alcohol brand.

ďThe new guidelines will enhance Tennentís promotion of responsible alcohol consumption in all of our commitments including T in the Park and the Scotland national side.Ē

The guidelines were devised by the Scottish Government & Alcohol Industry Partnership, formed two years ago to tackle alcohol-related harm.

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