Planned ban on whisky advertising causes unrest in Scotland

The wide view sweeps over the Highlands, a lake sparkles in the distance - next to a bottle of whiskey. Or a cozy crackling fireplace, a blanket with colorful checks over your legs - and a tumbler of whisky in your hand. It's images like these that the Scottish tourism industry uses to advertise vacations in the British part of the country.

High-proof alcohol is one of Scotland's best-known symbols and thus also an important economic factor. But the influential industry fears that this could soon be over.

Alcohol problem widespread

Because the regional government in Edinburgh is under pressure. According to the latest available data, more people than ever before died in the UK in 2021 as a result of heavy drinking. Scotland had the highest rate. "Scotland has a deep, long-standing and problematic relationship with alcohol," the government acknowledges.

In order to prevent younger people in particular from consuming alcohol, it is now considering a far-reaching ban on alcohol advertising. To this end, it has launched a "consultation", a public consultation.

Under discussion is, for example, a ban on advertising on billboards and in newspapers, as well as on alcohol-related merchandising. Proposals call for distilleries and pubs to be banned from selling T-shirts and glasses. There is also talk of breweries and other alcohol producers no longer being allowed to sponsor sports and cultural events.

"If all the measures being discussed become law, it could even mean that stores will have to hide their alcohol," commented the Herald.

Economy alarmed

The plans are alarming the business community. "Don't destroy Scotland's drinks industry," warned several drinks giants such as Diageo, Budweiser and Tennent's in an open letter. Young brands fear for their existence if they are no longer allowed to draw attention to themselves as sponsors.

But the tourism industry is also up in arms. "Effectively banning the sale of all alcohol-related items would impact a great many tourism businesses, not just distilleries," said Gordon Morrison, chief executive of the Association of Scottish Visitor Attractions.

With an estimated 84 million pounds (approx. 94 million Swiss francs) a year, whisky tourism plays an important role. Only in recent years have whisky companies invested a lot of money, Morrison said, pointing to examples such as the 140-million-pound expansion of the Macallan distillery in Craigellachie into a visitor attraction.

"The distilleries are often in parts of Scotland that are quite remote," Morrison said. ""There's often nothing else to do there. They bring visitors into the communities."

Opposition wants to use the issue

The Conservative Party, in opposition in Edinburgh, wants to exploit the popular issue, talking of "draconian" rules. "Not only will this cost jobs in Scotland, but it will make it much more difficult for the industry to export to the EU and elsewhere," criticized David Mundell, an MP in the House of Commons.

The Conservative government in London gratefully took up the ball: Secretary of State for Trade Nigel Huddleston promptly warned of "significant negative impacts."

Scotland's head of government Nicola Sturgeon feels misunderstood. "Some insinuations in recent weeks that, for example, hand-painted signs on distilleries or visitor centers are in our sights are not part of our ideas at the moment, let me make that quite clear," Sturgeon stressed.

There is a difference, she said, between a billboard near a school and a cap with a whiskey brand logo. "We have to look at this pragmatically and seriously," Sturgeon said. The "consultation" ends March 9. (SDA)