Red Card Remedy

Peer pressure rather than legislative pressure can be a powerful driver of change says Gavin Hewitt

In the two years since I became SWA chief executive the debate on how to tackle irresponsible attitudes to alcohol, especially among the young, has dominated our domestic agenda. The debate is largely driven by those concerned about misbehaviour on our streets rather than possible harm to health, family and society generally. Unfortunately, the finger of blame is too easily pointed at the industry, with little attempt to understand the complex social reasons why individuals misuse alcohol. But attitudes must change. There is no shortterm fix.

It will require the participation of the government, local authorities, parents and all stakeholders, whatever part they play in the drinks, retail or hospitality industries, as well as the media, to start changing attitudes and the apparent tolerance at all levels of society to the misuse of alcohol.

The industry has made great strides in promoting responsible consumption of its brands. Unit labelling, responsibility messages and server training have all been widely adopted. However, we must do more. We need to set an example, promote best practice and engage in the debate, if we are going to tackle alcohol misuse and continue to trade, promote and advertise our products without undue constraint.

Many have commented that it is not Scotch whisky that causes anti-social behaviour on a Friday or Saturday night, but that is no reason for the industry to be complacent. The SWA and its members have sought to be and wish to remain at the forefront in tackling the issues raised. Last year, for example, we drew up a code of practice for the responsible promotion and marketing of Scotch whisky. There are other guidelines around but it is significant that our code lays down tough sanctions for those not respecting its terms, with an independent panel to adjudicate complaints. With nine out of 10 bottles of Scotch whisky sold abroad, the code also sets best practice for our members internationally where a stricter national code does not exist. This is only one way of demonstrating that we mean business.

We are also working with colleagues in other trade associations, in partnership with the government, to draw up “standards” which will set best practice across the alcohol supply chain in the UK from producer to retailer.

It is not distillers who usually have the final say on the way their products are sold. We have, therefore, been active in the debates in England and Scotland relating to the Alcohol Harm Reduction Strategy and the new licensing laws. And in doing so we have been clear that we want to see more effective and consistent enforcement of the law against those who fail to respect the terms of their licence.

Most teenagers know that it is illegal for them to buy a drink before they are 18 but how many of them know that the person who serves them is committing a criminal offence? The police and other enforcement authorities must ensure that those who sell to under-age drinkers and continue to serve an intoxicated person feel the full force of sanctions against them. A football analogy might be useful; a yellow card for a first offence and a red card for the second. So I believe it should be for pubs, supermarkets and corner shops if drink is sold to an under-age person. Loss or suspension of a licence would have a strong deterrent effect and encourage the minority of errant traders to tighten up their procedures.

I believe that anyone handling alcohol in a retail setting should at the very least know the fundamentals of the law and should be required to demonstrate that proficiency. Even casual staff in a bar should have been given training in the law by the licensee before being allowed to serve a drink. I

n school very little is said about alcohol. More needs to be done. We must shift the agenda and the focus of “civic” lessons to ensure teenagers are given a better understanding of the risks associated with irresponsible alcohol consumption. Children should have the knowledge to make responsible decisions and the confidence to challenge the perception that binge drinking is acceptable. Peer pressure rather than legislative pressure can be a powerful driver of change.

A change in social attitudes to alcohol is possible if we work at it hard enough over the long term. Drink driving is a good example. The law is clear; it is enforced consistently. Noone is in any doubt what happens if you are found to be over the limit. The consequence of the campaigning over the last 25 years or so is that drink driving has been stigmatised.

We should aim to do the same in relation to binge drinking and alcohol misuse, but it needs longterm commitment from all stakeholders. db Gavin Hewitt is chief executive of The Scotch Whisky Association