A new piece of legislation proposed in Scotland would ban alcohol sponsorships and advertising on television, billboards, merchandise, and at public events like concerts or music festivals.

The new legislation intends to address alcohol-related issues that face Scotland’s communities by limiting the visibility of alcohol marketing for children and avoiding triggering heavy drinkers or those in recovery.

According to a Scottish Health survey, the percentage of hazardous or harmful levels of weekly alcohol consumption in 2021 was 23%, averaging from 31% for men and 16% for women.

A spokesperson for the Scottish Government told Glasgow Times, “Reducing the exposure of children to alcohol promotion is a priority. There’s clear evidence which shows adverts glamorizing drinking can encourage young people to drink alcohol and can also have a detrimental impact on those in recovery from alcohol use.”

But the music industry is fighting back as DF Concert and Events, Scotland’s biggest live music promoter, warned the ban would “harm the Scottish economy, harm Scottish artists, harm Scottish businesses, reduce tourism and leave Scotland in a weakened position”.

They furthermore claimed that T in the Park, Scotland’s biggest festival held between 1994 and 2016, would not have been able to financially take place as it’s named after main sponsor and beer brand Tennent’s.

Two of the most prominent festivals in the United States, EDC and Coachella, both have alcohol brand-sponsored stages with Corona Electric Beach at EDC and Heineken House at Coachella, further emphasizing the tie between alcohol sponsorships and the live music industry.

To hear a debate on both sides of the alcohol advertising ban in Scotland, check out the video below:

Featured image from TNSMT Festival