Changing Scotland’s Relationship with Alcohol – A Framework for Action Mike Palmer Deputy Director, Public Health Scottish Government

Consequences? Harms from drunkenness “Warning of more murders if teenagers' drinking goes unchecked” “Mother describes family's torment over festive season killing” Harms from sustained long-term misuse Not a marginal problem – population-wide approach required

Challenges “Yes, but I’m not part of the problem - don’t penalise the majority for the sins of the minority” Intrusion on personal freedoms Successful Scottish industry £4.0bn exports 10,000 directly employed Credit crunch

Integrated alcohol policy Stronger Healthier Safer & Reducing Consumption Supporting Families & Communities Positive Attitudes, Positive Choices Fairer Effective Support & Treatment Smarter Wealthier &

Reducing Consumption Action on promotions, deep discounting and below cost-selling (eg. 3 for 2) Proposals for a minimum pricing scheme – based on price per unit Require licensed premises to offer 125ml of wine

Price & Consumption Trends

Reduction in consumption (%)

Reduction in consumption by drinking group (%)

Reduction in alcohol-related deaths in year 10

Supporting Families & Communities LAs to consider increasing age limit to 21 (off-sales only) ‘Social Responsibility’ levy Review advice to parents & carers Education Diversionary activities Licensing measures Call for reduced UK drink driving limit

Positive attitudes, Positive choices Improve public awareness information & education campaigns improve labelling Tighten restrictions on alcohol advertising in relation to young people Limit promotional material in-store

Effective Support & Treatment Developing alcohol workforce Tackling mental health & substance misuse Offenders Enhancing & capacity building in screening, brief interventions and treatment services

Investment in Effective Support & Treatment Record investment = Total almost £120m over 3 years First call - early brief interventions in primary care, A&E/acute & ante-natal Majority of funding - prevention & treatment services (working through local partnerships)

Achieving culture change Importance of ‘cultural capital’ – attitudes, values, aspirations (family, peers, communities) Encourage – eg. drive behavioural change through legislation/regulation & enforcement Enable – e.g. inform, build skills and capacity Engage – e.g. communities, media, social marketing Exemplify – consistency, credibility

Ensuring Delivery & Sustaining Effort Short term action + long-term culture change Whole population approach + targeted actions Delivery – in partnership 10-20 years? Maintain consistency of message Milestones? Building & sustaining momentum Feedback on achievements – motivating