Hansard

I am grateful to my colleague Kenneth Gibson for bringing this important debate to the chamber. Children and young people are incredibly receptive to marketing messages, whether they are direct or subliminal. We all remember what it was like when we reached a certain age and we tried to be a grown-up. At that stage drinking alcohol, smoking cigarettes and using any product that adults used seemed attractive and cool.

The reality is that, as the helpful briefing from Alcohol Focus Scotland tells us, drinking during adolescence poses risks to long-term health and wellbeing by affecting important brain developmental processes, and by establishing drinking patterns that can continue into adulthood. Alcohol consumption during adolescence might also have a heightened effect on mental wellbeing. For example, it can be associated with a higher risk of self-harm and suicide attempts.

The fact is that adolescents are more susceptible to the intoxicating effects of alcohol because of their physical immaturity and lower tolerance levels. Moreover, we all know that the effects of alcohol can result in antisocial behaviour, which can blight communities.

As Monica Lennon said, MSPs, the children’s commissioner and many third sector organisations, including Children in Scotland, Children 1st and Barnardo’s, have all supported the pledge that says:

“I believe that alcohol marketing has no place in childhood. All children should play, learn and socialise in places that are healthy and safe, protected from exposure to alcohol advertising and sponsorship.”

However, despite ever-more stringent advertising restrictions, young people are exposed to the marketing of alcohol, through the broadcast media, the internet and sports sponsorship. I applaud Scottish Women’s Football for having a fantastic team and taking us into the world cup tournament—I wish the team the best of luck in its match against Argentina tonight—and for refusing to accept alcohol-related sponsorship. That is truly a progressive and sensible approach that I would dearly like men’s football authorities to take on board.

The Scottish Government can lead the way in transforming this damaging culture. The commitment in the Scottish Government’s alcohol prevention framework to consult on measures to restrict alcohol marketing to protect children and young people is hugely positive, as was our minimum pricing initiative that was introduced last year.

Alcohol Focus Scotland is working with the Children’s Parliament to explore children’s thoughts and feelings about alcohol and how it impacts on their lives. The findings will be reported later this year. Children and young people must have a say in any initiative that promotes their health and wellbeing.

Of course, we know that it is not just alcohol marketing that poses a danger to young people but the marketing of junk food, high in fats and sugar, body-enhancing products such as slimming pills, influential video games and much more, all of which are designed to target a young demographic that is likely to be influenced. Successful marketing relies on targeting the audience by finding out which products have most appeal to a certain demographic.

I am pleased that the advertising authorities are now more responsible and aware in promoting products that appeal to young people. We have made some strides in that area, and I hope that progress continues.

I conclude with a final plea to retailers to do more to keep harmful products away from our young people—our future generations.