Scotland relaunches campaign to stop adults from buying alcohol for minors

Scottish authorities and alcohol industry groups are relaunching the “It’ll Cost You” campaign for the summer school holiday period in an effort to curb adults from buying alcohol for people under 18, a practice known as proxy purchasing.

The campaign will begin on June 29 and run in communities across Scotland, according to the Scottish Alcohol Industry Partnership, which is leading the effort with Police Scotland, retailers and alcohol companies. The message is direct: supplying alcohol to minors can lead to a fine, a jail sentence or both.

The renewed push comes as schools break for summer, a period when officials say the risk of underage drinking rises and enforcement becomes more important. Police Scotland said it will work with both large and small retailers to raise awareness of the law and reduce the number of cases in which adults purchase alcohol on behalf of underage drinkers.

Chief Inspector Michelle Grant of Police Scotland said the campaign is meant to show the value of coordination between law enforcement, retailers and industry groups in warning the public about both the health risks tied to underage drinking and the criminal penalties for providing alcohol to anyone under 18. She said awareness of proxy purchasing as a crime has increased since the campaign first began, with reports now coming from retailers as well as members of the public.

The Scottish Alcohol Industry Partnership said reviews of earlier editions of the campaign found a steady rise in public awareness about the dangers of proxy buying. Even so, it said the issue remains significant, with police continuing to detect cases across Scotland during the 2025 campaign.

The initiative matters for convenience stores and other alcohol retailers because it reinforces age-verification policies at a time of heavier seasonal demand. Retailers have long argued that strict checks at the point of sale can be undermined if adults then buy alcohol outside stores for minors waiting nearby.

Luke McGarty, chair of the partnership’s campaigns group and head of policy and public affairs at the Scottish Grocers’ Federation, said retailers are committed to preventing underage drinking and alcohol-related anti-social behavior. He said store operators already apply firm controls to stop under-18s from buying alcohol directly, but that broader community support is needed to address proxy purchasing.

The campaign also reflects a wider policy approach in Scotland that combines enforcement with public messaging rather than relying only on prosecutions. By placing police, shopkeepers and producers behind one message during the summer months, officials are trying to make clear that proxy purchasing is not a minor favor but a criminal act with consequences for adults and risks for young people.

For retailers, the summer relaunch is likely to bring renewed contact with local police and fresh visibility materials in stores and communities. For consumers, it serves as a reminder that buying alcohol for someone under 18 is illegal in Scotland, even if the minor is not present at the checkout.