New restrictions on alcohol advertising could be ‘extremely grave’ for football

New proposals being considered to restrict alcohol advertising could have “extremely grave” consequences for Scottish football, ministers have been warned.

Bosses at both the Scottish Football Association (SFA) and the Scottish Professional Football League (SPFL) are now calling on clubs across the country to take part in a consultation that has been announced by the Scottish Government.

Measures being considered as part of that could include banning alcohol-branded sports merchandise, including on replica kits.

The consultation, which was announced on Thursday, also includes the possible prohibition of alcohol adverts on pitch-side hoardings in stadiums.

It comes amid concerns from ministers that the large number of youngsters seeing such adverts could be linked to problematic drinking later in life.

However, football chiefs raised fears that the proposals, if implemented, could potentially see Scotland barred from hosting major football and sporting contests, saying that at such events “alcohol partnerships are an integral part of a diverse sponsorship portfolio”.

SPFL chief executive Neil Doncaster sought to highlight the “valuable financial contribution” drinks companies make to the game in Scotland, describing this as “hugely important to the wellbeing of our sport”.

He added: “To remove that revenue stream, at a time when we are experiencing the most significant economic challenges for a generation, could have huge implications for clubs and Scottish sport more generally.”

Mr Doncaster continued: “If the Government enforces a blanket ban on alcohol advertising in Scottish football stadia, there could be enormous consequences for all Scottish clubs playing in Europe, where brewers such as Heineken are at the centre of Uefa’s family of sponsors.”

He told how the SPFL would “take time to consider these proposals in far greater detail and respond in due course”.

Mr Doncaster added: “Even at an initial stage, it is clear that the sporting, social and financial implications could be extremely grave.”

SFA chairman Ian Maxwell, meanwhile, pointed out football is already “restricted” by laws banning the sale of alcohol within grounds, adding: “As a consequence, we cannot control consumption levels that take place outside of the stadium bowl and thus cannot be part of a data-led solution.

“We will contribute to the consultation to ensure a fact-based approach and to highlight the consequences of any legislation being imposed, not just financially, but in potentially being precluded from bidding for major football events, as well as other world-class, international sporting events where alcohol partnerships are an integral part of a diverse sponsorship portfolio.

“For the avoidance of doubt, the national game remains supportive of responsible drinking campaigns, especially aimed at harmful drinkers, and will continue to use the power of football to promote that responsibility for the benefit of all concerned.”

A Scottish Government spokesperson said: “Alcohol-related harm is one of the most pressing public health challenges that we face in Scotland. An average of 700 people are hospitalised and 24 people die each week from illnesses caused by drinking alcohol.

“The Public Health Minister will be meeting key stakeholders, including the alcohol and advertising industries and representatives from the sports sector, during the consultation period, to hear directly from them.

“This is a first wide ranging consultation on this issue and any proposals we take forward into legislation are subject to the consultation responses. We are not introducing legislation at this stage.”