Matured to be Enjoyed Responsibly

Transcription

1 Matured to be Enjoyed Responsibly 3rd Edition 2012

2 Contents Introduction 1 Alcohol in Society 2 Advertising, Marketing and Promotion 3 Commitment to Partnership 6 Working within the Industry 22 Personal Responsibility 24 Useful Contacts 25

3 Introduction Alcohol has been part of civilisation for thousands of years. In the case of Scotch Whisky the first record of distilling is over 500 years ago. Enjoyed as intended, drinking alcohol can be compatible with a healthy lifestyle for most adults, may have certain health benefits and can add to social interaction. But alcohol misuse through excessive or inappropriate consumption can damage health and harm individuals and their families. Scotch Whisky is a craft product made by traditional processes that underpin the drink s quality reputation. By law it must be matured in oak casks for a minimum of three years and in many cases is matured for much longer. As a drink created only after many years of quiet maturation, Scotch Whisky is a drink to be sipped and savoured. Distillers want to maximise consumer enjoyment of their brands, and to minimise harm from irresponsible drinking. The Scotch Whisky industry is involved in a range of initiatives to promote responsible attitudes to alcohol and tackle alcohol related harm. 1

4 Alcohol in Society Alcohol has an acknowledged place in our society and, as in most countries and cultures, plays a vital economic role. Consumed responsibly alcohol can be fully compatible with a balanced and healthy lifestyle for most adults. It can be a social lubricant, encouraging interaction. Research has shown moderate consumption may have health benefits, particularly for men over 40 and postmenopausal women. However, misuse of alcohol on a regular basis can have serious implications for health, such as foetal alcohol problems from sustained drinking during pregnancy, increased risk of liver disease, certain cancers, heart problems and alcoholism. Also, there can be a range of social consequences of misuse. Even occasional drunkenness can lead to increases in risky behaviour, which can result in accidents, injury, violence, unsafe sex, or problems with money or work. Alcohol affects each individual differently, and those who drink should do so moderately and responsibly. Those disposed to drinking too much, including drinking large amounts at one time, should moderate their consumption or abstain. Some people should not drink at all. misuse and regularly drink to excess over the sensible drinking guidelines ultimately will cause damage to themselves and may cause harm to others. The industry wishes its consumers to enjoy its products responsibly. Alcohol is Alcohol There is no material health difference between spirits, wine and beer. They are all alcohol, they are all capable of being enjoyed responsibly and of being misused. If by reducing the number of hazardous and harmful drinkers reduces per capita consumption, we have no issue with this outcome. However, reducing consumption of moderate drinkers without reducing harm fails to address the problem of misuse. In the Scotch Whisky industry we recognise the complexity of the issues around tackling alcohol-related harm. Our industry has been around for over 500 years and has brought significant benefits to Scotland and we want the Scotch Whisky industry to be around for another 500 years. Consumers who 2

5 Advertising, Marketing and Promotion The Scotch Whisky industry is serious in its commitment to marketing its products to consumers in a responsible way. Responsible advertising is fundamental for Scotch Whisky producers. Scotch Whisky companies devote considerable resources to attracting consumers to their brand. They want people to enjoy and appreciate their product, moderately and responsibly. Scotch Whisky companies support and adhere to the relevant advertising and marketing codes, including in the UK the Advertising Standards Authority, OFCOM and the Portman Group. In 2005, the Scotch Code of Practice Code of Practice Code of Practice For the Responsible Marketing and Promotion of For the Responsible Marketing Scotch Whisky and Promotion of Scotch Whisky 2nd Edition For the Responsible Marketing February nd Edition and Promotion of February 2009 Scotch Whisky 2nd Edition February 2009 Whisky Association (SWA) published its Code of Practice. It sets out binding minimum standards for its members on the marketing and promotion of Scotch Whisky. The principles of the Code cover all commercial activities and communications in relation to Scotch Whisky, such as: Brand advertising and promotional material Product labelling and packaging Point of sale material Websites Tastings Sponsorship and news releases The Code in spirit and in letter also covers advertising, including Internet and text messages, and product placement. Areas covered by the Code are: Responsible consumption Discouraging underage drinking Alcohol content Drinking & driving Sexual and social success Alcohol and health An integral part of the Code is the comprehensive complaints procedure backed by a range of sanctions. Complaints are initially investigated by the Executive staff of the Association, prior to review by the Complaints Committee of the Council of the Association. If the complaint is upheld the company concerned may appeal to the Independent Complaints Panel. Where a complaint is upheld, the Complaints Committee/Independent Complaints Panel may: Require swift remedial action to be taken to end the conduct which has been found to be in breach of the Code 3

6 Impose a fine up to 10,000 Name and shame by issuing a press notice setting out its decision Advise retailers, local authorities, including local licensing authorities, and other regulators of its determination. Failure of a company to take action to remedy conduct found to be in breach of the Code could result in expulsion from the Association. The Code was revised following an audit. The 2nd Edition published in February 2009 introduced a number of changes: The geographical scope of the mandatory requirements of the Code was extended to the EU A responsibility message is required on all advertising and print point of sale materials Sponsorship Removal of the exemption that permitted branding on children s replica sports kit A requirement to include a responsibility element in all future sponsorship activities. The sponsorship guidelines developed under the Scottish Government Alcohol Industry Partnership are included as an annex 4

7 Websites a requirement to use an age affirmation page on company websites that offer online sales, with a further requirement to enter the full date of birth and country of residence The Code is subject to a continual review and improvement process. The third edition of the Code will be published in Several companies have developed their own codes of practice governing marketing and promotions. They require the promotion of their brands, either by in-house staff or by companies to which they sell, to be undertaken in a responsible manner. Companies invest significant resources in ensuring their marketing teams, brand managers and advertising agencies are trained in the requirements of the Code(s) and the necessary sign-off procedures. Pernod Ricard operates a pre-publication internal review procedure. It is mandatory for its 15 strategic brands. Chivas Brothers, which is responsible for producing and marketing Pernod Ricard s Scotch Whisky brands, applies this procedure to all of its advertising campaigns. All campaigns must be submitted to the Review Committee prior to release. The Committee is available to give advice at any step of the development of a campaign. The primary role of the Committee is to ensure compliance with Pernod Ricard s selfregulatory code. The Review Committee will issue one of three decisions: Green (approved), Amber (approved subject to modification) and Red (rejected, will require re-submission). 5

8 Commitment to Partnership In Scotland, the SWA has played a leading role in the Scottish Government Alcohol Industry Partnership (SGAIP), launched in February The Partnership involves all sectors of the drinks industry - producers plus on and off trade representatives. Its aim is to deliver joint initiatives to tackle alcohol related harm and promote responsible drinking. The Partnership has delivered a number of initiatives: Alcohol Awareness Week, a model workplace alcohol policy, Alcohol Sponsorship Guidelines and the Fife Alcohol Partnership Project. Alcohol Awareness Week (AAW) Launched in October 2007 the AAW campaign ran for four years. It brought together a broad range of stakeholders including: industry, government, health and the voluntary sector to promote a common message on responsible drinking. An intense campaign was delivered over a one week period. It used a wide range of media, events and materials to ensure people were made aware of the message of the campaign whether they were reading a newspaper, watching TV, listening to the radio, travelling to work, at work, going to the cinema, library or leisure club, visiting the local shop or supermarket or out for a meal or visiting the pub. The campaign aimed to increase awareness of units. It also encouraged people to make small, achievable changes to help them drink responsibly. This initiative is being reviewed to see how it can be evolved from an awareness raising campaign into a behaviour change campaign. 6

9 It s good to know how many units of alcohol you re drinking. By sticking to the sensible drinking guidelines that s no more than 3-4 units a day for men and 2-3 for women you ll be drinking responsibly and keeping yourself healthy too. Visit alcoholawarenessweek.com 4th-10th October

10 Model Employee Alcohol Policy The model employee alcohol policy was developed specifically to help small and medium size businesses with off-the-shelf best practice guidelines to deal with alcohol related problems at work. Developed in conjunction with the Scottish Centre for Healthy Working Lives and supported by the Scottish Trade Unions Congress and CBI Scotland the policy was launched in October Alcohol Sponsorship Guidelines The guidelines, launched in February 2009, were developed to ensure sponsorship is carried out in a responsible way. An independent review of the guidelines was undertaken in 2011 to assess awareness, implementation and potential areas for improvement. The review found the guidelines to be effective in ensuring that sponsorship was promoting responsible consumption. The report also made a number of recommendations to build on their effectiveness. The Fife Alcohol Partnership Project (FAPP) FAPP brings together the SGAIP and a number of local stakeholders in Fife including the Alcohol & Drug Partnership, Fife Police, Fife Council, NHS Fife and Fife Alcohol Support Services. It designed, developed and implemented a series of initiatives using a multi-component approach to tackle alcohol related harm in two communities in Fife: Rosyth, a small town of 12,000 people, and Touch (pronounced Too-uch), a small suburb of Dunfermline with a population of around 1,200 people. The project is a supported by a Steering Group, chaired by the Deputy Chief Constable, Fife Police, a dedicated Project Manager and an Evaluation Partner (Research for Real). Preparatory work in 2008 included scoping work to indentify the project areas and engage local 8

11 As well as addressing these issues in the pilot areas, the aim is to capture and disseminate the learning from this pilot and share it with stakeholders across Fife and the rest of Scotland. Both areas have seen reductions in crime and anti-social behaviour. The full evaluation report will be published in stakeholders plus employing the project manager and evaluation partner. The Minister for Health & Sport, Shona Robison, launched the project in May The project adopted an outcomes framework to clarify, share and measure the desired impact. The Rosyth Community Alcohol Partnership (RCAP) was formed to focus on tackling under age drinking. The agreed high-level outcome for the project is to reduce alcohol related crime and disorder offences by people under 18 years old. In Touch, the project was broader with the aim of reducing the impact of alcohol related harm on individuals, families and the community. The Touch Tasking Team was formed to deliver the programme. The outcome maps shown highlight the interventions deployed in each project area. 9

12 UK At the UK level, SWA works with a number of organisations including the Portman Group and Drinkaware. It is a Responsibility Deal Partner supporting the implementation of the Public Health Responsibility Deal launched by the UK Government. The Association is also a member of Alcohol Concern. The Portman Group The SWA provided resources and support to help establish the Portman Group in The Portman Group is the dedicated social responsibility organisation of a number of the large UK drinks producers. It encourages and challenges the industry to promote its products responsibly through its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. It promotes best practice in alcohol social responsibility through the actions of its members. help reduce alcohol misuse. Its overarching goal is to encourage people to moderate their alcohol consumption. Drinkaware s approach is to focus its activities at three target groups through a range of different targeted behaviour change campaigns and tools: Adults aged years: the aim is to increase awareness of alcohol units, the sensible daily guidelines and the health harms associated with regularly drinking above these guidelines. The Excuses campaign specifically aims to decrease the number of adults drinking over the daily guidelines. Drinkaware has also developed Mydrinkaware, an online interactive drinks tracking tool, which monitors units and calories. Young adults years: to promote a range of sensible drinking tips to prevent a good night out going bad. Extensive use of social media Facebook and Drinkaware Drinkaware was established in It is an independent, UK-wide charity funded by voluntary donations from industry. Many SWA members, large and small, contribute to its funding. Through innovative ways Drinkaware challenges the national drinking culture to 10

13 mobile phone apps are used to engage this audience. Why let good times go bad? has been a major campaign aimed at this group. Parents and young people: encouraging parents to talk to their children about alcohol before they start drinking. Drinkaware developed a range of tools, including a booklet Your kids and alcohol and an interactive online video, to support parents in how to tackle conversations on drinking with their children. The Drinkaware website ( co.uk) provides consumers with evidence based information about alcohol and its effects. Between August 2008 and December 2011 the site received a total of 7 million unique visitors. SWA members actively promote the Drinkaware website by including it in their marketing materials and on their labels. Drinkaware campaigns are researched and delivered through a range of traditional and digital media. It also makes grants available to organisations that tackle alcohol misuse and raise awareness of the impact it has on communities. 11

14 A major campaign run by Drinkaware and supported by a wide range of SWA members is the Why let good times go bad? campaign launched in This 100 million, five year campaign targeted at year olds challenges the acceptability of drunkenness among young adults in the UK. It promotes a range of sensible drinking tips such as eating before drinking, spacing alcoholic drinks with water or soft drinks and the importance of looking after friends on a night out. Campaign results found that 82% agreed they could personally relate to it, 72% would talk about it with friends and 84% said they will adopt a tip. 12

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16 Public Health Responsibility Deal The Public Health Responsibility Deal was launched in March It taps into the potential for business and other organisations to improve public health and tackle health inequalities through food, alcohol, physical activity and health in the workplace. The plenary group is chaired by the Secretary of State for Health which oversees the development of the Deal. Five networks have been established, one for each of the above topic areas, plus a behaviour change network. The Responsibility Deal is made up of core commitments, supporting pledges and a series of collective pledges. Collective pledges set out the specific actions that partners will undertake to support delivery of the core commitment. The core commitment for the Responsibility Deal Alcohol Network is: We will foster a culture of responsible drinking, which will help people to drink within guidelines. The Alcohol Network is jointly chaired by Henry Ashworth, Chief Executive, the Portman Group and Professor Mark Bellis supported by Paul Burstow, Minister of State for Care Services. To become a Responsibility Deal Partner an organisation must sign up to the core commitment, supporting pledges and at least one collective pledge. The SWA and a number of its member companies have been Responsibility Deal partners since its inception. A key role for the Association is to encourage members to become Responsibility Deal partners in their own right. The Association is encouraging SWA member companies to support pledges A1 Labelling, A5 Support for Drinkaware, A6 Advertising & Marketing and A7 support for local Communities Full details of the Responsibility Deal can be found on the website health/2012/02/phrd-launch/ In addition to the collective and supporting pledges an organisation can make an individual pledge. Example of an individual pledge: Diageo Support for National Organisation for Foetal Alcohol Syndrome (NOFAS). Diageo is funding a training programme for midwives to help them educate pregnant women about the risks of alcohol to their unborn child. The aim is to arm expectant mothers with the information they need to make an informed choice about their alcohol consumption in order to protect their unborn child. The programme will be delivered by NOFAS and is estimated will reach 10,000 midwives and inform at least one million pregnant women over the next three years. 14

17 Alcohol Network Collective Pledges We will ensure that over 80% of products on shelf (by December 2013) will have labels with clear unit content, NHS sensible drinking guidelines and a warning about drinking when pregnant. We will provide simple and consistent information in the ontrade (e.g. pubs and clubs), to raise awareness of the unit content of alcoholic drinks. We will provide simple and consistent information as appropriate in the offtrade (supermarkets and off-licences) as well as other marketing channels (e.g. in-store magazines), to raise awareness of the units, calorie content of alcoholic drinks, NHS drinking guidelines, and the health harms associated with exceeding guidelines. We commit to ensuring effective action is taken in all premises to reduce and prevent under-age sales of alcohol (Challenge 21 and Challenge 25) We commit to maintaining the levels of financial support and in-kind funding for Drinkaware and the Why let the Good times go bad? campaign. We commit to further action on advertising and marketing, namely the development of a new sponsorship code requiring the promotion of responsible drinking, not putting alcohol adverts on outdoor poster sites within 100m of schools, and adhering to the Drinkaware brand guidelines to ensure clear and consistent usage. In local communities we will provide support for schemes appropriate for local areas that wish to use them to address issues around social and health harms. We will remove 1bn units of alcohol sold annually from the market by December 2015 principally through improving consumer choice of lower alcohol products. 15

18 The European Union The SWA is a member of the European Alcohol and Health Forum established under the EU strategy to reduce the harmful use of alcohol as a key tool to implement the strategy. To become a member of the Forum requires a concrete commitment to be made, which contributes towards the delivery of one of the objectives of the strategy. Commitments are monitored and reported on an annual basis. plans for the industry actions set out in the road map with a greater emphasis on engagement, evaluation and annual reporting. The commitment is based on three pillars: Enhance responsible commercial communications Encourage responsible drinking Engage more stakeholders. The Association has contributed to the development of the European Spirits Organisation (CEPS) Road Map 2015: responsibledrinking.eu. CEPS is the European representative body of producers of spirit drinks. Its membership comprises 31 national associations representing the industry in 27 countries, as well as a group of leading spirits producing companies. responsibledrinking.eu is the umbrella brand representing spirits producers commitment to develop and strengthen their role in reducing the level of alcohol-related harm in the EU until 2015 and builds on the work delivered through the CEPS Charter in Responsible Consumption. The CEPS Road Map sets out a comprehensive strategy requiring EU and national implementation 16

19 Internationally SWA members are active in supporting a range of social aspects organisations across the globe. They include the European Forum for Responsible Drinking (EFRD) and the Century Council in the USA. In 2010 the World Health Organisation adopted a Global Strategy to reduce the harmful use of alcohol after extensive consultation with member states and all relevant stakeholders, including industry. The SWA welcomed the strategy, which focuses on harmful use not consumption per se and acknowledges the industry as a stakeholder with a part to play in reducing alcohol-related harm. The strategy recognises a one size fits all approach is not appropriate and presents a menu of policy options across ten target areas allowing Member Sates to develop their strategy according to national circumstance. 17

20 Member Company Partnerships SWA member companies, in addition to supporting a range of the initiatives already listed, have developed a number of partnerships and programmes at local and national level with a wide range of partners on different issues related to alcohol misuse. The case studies below give examples of this work. British Liver Trust Diageo has provided core funding for the charity to help raise awareness of the dangers of alcohol misuse and liver disease. They also funded a leaflet specifically looking at the impact of alcohol on the liver entitled Alcohol and Your Liver Hedzup Racing: Youth Development Project Diageo has provided funding for the project which provides diversionary activities for young people whilst offering them vital life skills such as teambuilding, self-confidence and social skills alongside technical skills which may lead to future employment. Hedzup Racing was started in 2009 in partnership with Tayside Police with the aim of enabling young people to take part in a new and exciting project while also raising their awareness of, and ability to work with, others. The project encourages personal development and attainment of genuine and usable life skills (such as trust, confidence and a greater sense of right and wrong) through the setting of boundaries and working within these boundaries for the benefit of the team by working towards an attainable goal, such as, the formation of a motorcycle road racing team to compete in a Scottish Championship event. Children s Safety Education Foundation Inver House Distillers is supporting the Children s Safety Education Foundation to deliver important safety education to nine schools across Scotland. The Children s Education Foundation has developed a range of resources aimed at teaching children aged between 7 and 11 years about the dangers of substance abuse and the likely impact that these activities have on a young person s wellbeing. This resource is called Will Power Beware. It aims to equip young people to make the right choices about any future relationship with alcohol. It also considers issues around drugs and smoking. Winter Safer Journey Campaign Diageo in partnership with Northern Constabulary, Grampian Police, Moray Firth Radio, Northsound Radio and the Automobile Association (AA) supported this campaign now in its fourth year. The campaign which runs for three months from November to January raises awareness of the dangers involved in winter driving, drink driving and advising motorists of their priority vehicle checklist during the winter months. 18

21 During November the AA held free winter car checks at four different locations within the two police force areas supported by radio station street teams, who handed out goodie bags and safety advice. During the three month campaign both radio stations used voxpops and dedicated pieces to promote the messages of the campaign. December focused on responsible drinking messages, highlighting the consequences of drink driving and a range of responsible drinking hints and tips. Anti-Drink Driving Chivas Brothers sister company, Pernod Ricard UK, in partnership with the AA launched the Accept Responsibility antidrink driving campaign in December Targeted at younger drivers (18-24 year olds) the campaign reminds them to accept responsibility when it comes to making appropriate transport arrangements to get home after a night out. Building on the theme that people use a range of excuses to try to justify drink driving i.e. It s only down the road, I ve just eaten a big meal so I ll be OK it urges drivers to accept responsibility when they are out celebrating with friends and family. The 2011 Christmas campaign ran from December to January. The campaign addresses the results of a survey conducted by the AA Populus Panel, which cited that work colleagues are most likely to be viewed as the group that encourages respondents to drink just one more when they are intending to drive (14%). The advertising campaign therefore featured where office parties are most likely to take place or online to tap into the getting ready occasion. The campaign creative was placed on in-bar advertising space, washroom panels and mirrors. In addition, the target audience was reached via digital advertising on Facebook, MSN, Spotify, YouTube and w00t!. These online sites allow for a highly targeted campaign, with the advertisements appearing when consumers are in a social mindset, Thursday - Saturday, between 6-11pm. The AA reinforced the message with advice to employers about how they can help manage this work peer pressure. For example, employers can ensure that all colleagues are encouraged to plan their journey home before the party starts and provide local taxi numbers. 19

22 Street Pastors The Street Pastor initiative has grown to cover 250 locations across the UK. Street Pastors are trained volunteers who work at the weekend in town centres offering support and assistance to those who may be vulnerable as a result of drinking too much. They provide advice and practical assistance from space blankets during the winter months and spikey bottle covers to prevent drinks being tampered with, to ensuring people are safe. Aberdeen Street Pastors and Aberdeen School Pastors. On weekend nights it is situated in Aberdeen town centre providing support and advice to city revellers. During the day it will be used to support alcohol education in schools to help promote healthy lives and a responsible attitude to the use of alcohol. Future plans include taking the vehicle to major gatherings such as sport events and music festivals as a point of access for people seeking information and advice. The Dunfermline Street Pastors initiative was established in Funding from Diageo has helped to train new volunteers and provide the materials the Street Pastors use so they can expand their operation to cover Friday and Saturday nights. The aim is to have 40 Street Pastors by the end of In Aberdeen, Chivas Brothers has provided funding to have a truck fitted out to become a mobile education resource run by the 20

23 Unight Is it worth it Campaign? Unight is the body representing late night operators in Edinburgh. Unight operates a policy of excluding any person under 18 who has been caught with false/fake ID from every one of its 50 member clubs and student unions for a minimum of six months after their 18th birthday. Anyone found supplying fake of false ID is excluded for one year. This is in addition to any criminal proceedings. The Is it worth it campaign is a partnership with Unight, Lothian & Borders Police, Edinburgh City Council and Diageo. The aim is to make school pupils aware of the serious consequences of using false or fake ID to gain entry to the city s nightclubs. It is a crime under the Identity Act 2010 to use fake or false ID. The campaign is based around a DVD produced to highlight the issues and was shown to every 5th and 6th year pupil in Edinburgh schools in June 2011 and will be shown annually to future classes throughout the city. The DVD contains interactive discussions and answers. A teacher s pack, posters and parental letters were also provided. 21

24 Working within the Industry Taking a responsible approach is not just about encouraging consumers to enjoy Scotch Whisky in an appropriate way. It is also about ensuring that the message is understood by employees. Companies adopt a range of tools to promote understanding amongst employees of what they and the industry are doing to promote and advocate responsible consumption. These include new employee induction programmes, internal communications tools (newsletters, intranet) and events, to inform and engage employees. Each new employee of Beam is issued an education booklet Talking About Alcohol. It explains the effects of alcohol on the body, how to recognise risky drinking and understanding what responsible drinking looks like. DRINKIQ aimed at consumers, employees and professionals is a global online resource sponsored by Diageo. It provides information and best practice about making responsible choices about whether or not to drink. The Scotch Whisky Experience training course Certificate of Expertise in the Sale and Service of Whisky includes a specific section on responsible consumption. Chivas Brothers held a Resposib ALL Road show in 2011 which underpinned the parent group Pernod Ricard s culture of promoting responsible drinking. This involved all Chivas Brothers employees in Scotland. The 2011 year s activities concentrated on drinking and driving. It involved presentations, workshops and interactive events which also looked at understanding units and the effects of alcohol on the body. Scotch Whisky companies have developed workplace alcohol policies to support colleagues who feel they need help and guidance in dealing with alcohol, rather than treating it as a case for discipline and dismissal. This learning has been shared with other organisations through the development of the Model Employee Alcohol Policy under the Scottish Government Alcohol Industry Partnership. It also fed into the UK Responsibility Deal. 22

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26 Personal Responsibility Industry action and commitment is only one tool towards encouraging responsible consumption. Increased government action also has a role in promoting the Sensible Drinking Message to the public and in training front line staff such as health professionals, licensing authorities and police forces. The greatest input towards appropriate consumption must, however, come from the individual. Society requires a broad understanding by individuals that they accept responsibility for their own behaviours and avoid inflicting harm to others. These social norms are challenged by those who regard it as acceptable to drink to excess or unlawfully or to indulge in anti-social behaviour. Such behaviour suggests societal issues are more complex than simply having a few drinks too many or in inappropriate circumstances. Indeed, to simply blame alcohol misses the target, perhaps because to find the true cause and solution is seen as too difficult and complex. The importance of individuals taking responsibility for their own consumption and behaviour is fundamental, particularly when people of the same age in the UK and in other countries can enjoy a night out without indulging in such anti-social behaviour. reflect on how the choices they make has an impact on whether or not they will have a good time. The SWA supports the social norms approach which promotes reinforcement of positive behaviour by the majority through dispelling myths of what is percieved to be normal behaviour. The SWA believes social norms underpin the importance of personal responsibility. As part of the Fife Alcohol Partnership Project the SWA is aiming to determine whether applying a social norms approach in a community setting can contribute towards reducing hazardous/ harmful alcohol consumption. The approach has been widely used in educational settings, but trying it in a community setting is relatively novel. Responsible drinking advertising is one way of reminding the consumer about the issue of individual responsibility and choice in relation to alcohol consumption. The Why let good times go bad? campaign and the Diageo Choices campaign help consumers 24

27 Useful Contacts Drinkaware Samuel House, 6 St Albans St, London, SW1Y 4SQ t: The Portman Group 20 Conduit Street, London W1S 2XW t: European Forum for Responsible Drinking Rue Belliard 12, bte 5, 1040 Brussels Belgium t: The Century Council 2345 Crystal Drive, Suite 910, Arlington, VA 22202, USA t: The Scotch Whisky Association 20 Atholl Crescent, Edinburgh, EH3 8HF t:

28 Scotch Whisky Association 20 Atholl Crescent, Edinburgh EH38HF t: f: e: 14 Cork Street, London W1S 3NS t: f: e: Scotch Whisky matured to be enjoyed responsibly.