Review of the Alcohol Sponsorship Guidelines for Scotland

The Scottish Government, in partnership with the Scottish Government Alcohol Industry Partnership (SGAIP), commissioned Ipsos to conduct an independent review of the Alcohol Sponsorship Guidelines for Scotland. The review evaluated knowledge of, and compliance with, the Alcohol Sponsorship Guidelines for Scotland, with a focus on identifying best practice and examining whether there is a need to enhance and improve the Guidelines to ensure they remain fit for purpose. The specific objectives of the research were to:

• map the landscape of sponsorship activity across Scotland
• identify the level of knowledge of the Guidelines 
• review current practice in the way the Guidelines are being interpreted and implemented 
• identify good practice of how the Guidelines are being applied
• identify areas of non-compliance with the Guidelines, and reasons for this
• make recommendations, which may include recommendations for enhancing and improving the Guidelines, to ensure they are fit for purpose.

The research comprised three phases: a desk-based mapping exercise; a series of in-depth interviews with industry representatives, independent stakeholders and rights-holders (that is, those who own the rights to a sponsored activity/event, e.g. a football club or festival organiser); and focus groups with industry representatives. Overall, the Alcohol Sponsorship Guidelines for Scotland were viewed very positively by industry representatives, independent stakeholders and rights-holders. Additionally, the Guidelines, in their current form, are seen as being necessary, worthwhile and effective. The majority of the research participants considered the Guidelines to be clear, concise and easy to comply with. Our report includes a number of recommendations to enhance the Sponsorship Guidelines. Read the full report on our Review of the Alcohol Sponsorship Guidelines for Scotland on the Scottish Government website Read the Research Findings here For more information, please contact Kate Sewel on 0131 240 3260.