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CHAPTER 1 INTRODUCTION
Key Point Summary
- This report presents the results of a study carried out for the Scottish Executive during 2006 on 'The Relationship between Off-Sales and Problem Drinking in Scotland'.
- The study aimed to: provide better evidence regarding the impact of alcohol selling through off-sales on the community.
- It also sought to investigate anecdotal perceptions that off-sales and supermarket sectors are the primary source of alcohol for under age drinking; and low prices charged by some vendors are promoting binge drinking, and contributing to localised antisocial behaviour.
- The study entailed: a review of existing literature on the links between off-sales purchasing and alcohol related harm 5; collection of industry and marketing data; interviews with Strategic Key Stakeholders; and a localised study of off-sales purchasing and related behaviour, with particular focus on two case study areas.
Context
1.1 The Licensing (Scotland) Act 2005 represents the most fundamental overhaul of Scotland's licensing laws for 30 years, and has followed on from recommendations contained within two major reports prior to this concentrating on off-sales and drinking in the community (Scottish Executive [Nicholson] 2004, and Scottish Executive [Daniels] 2004).
1.2 Though considerable work has previously been conducted on the on-sales sector with regards to alcohol and the related social consequences, there is widespread acceptance that little focus has previously been given to the role that off-sales plays in issues concerning problem drinking and antisocial behaviour within communities.
1.3 It is also recognised that there has been a growing perception that a link exists between off-sales vending and antisocial behaviour. However as the Daniels report comments, this link needs careful examination. In particular, focus is required on whether off-sales encourage binge drinking, and if direct promotion of alcohol can be seen as irresponsible (Scottish Executive [Daniels] 2004).
1.4 The intention to conduct research into this area was announced to the Scottish Parliament by the Deputy Minister for Finance and Parliamentary Business in 2005, with the aim of gathering evidence to enable the Scottish Executive to assess the validity of current anecdotal beliefs about the off-sales trade.
1.5 The purpose of this research is to begin to provide evidence to inform policy about which measures should be applied to the off-sales sector to reduce alleged effects of binge and excessive drinking. The Licensing (Scotland) Act 2005 allows Ministers to make regulations in relation to off-sales at any time.
Research Methodology Summary
1.6 The project had a number of components:
- Literature review and collation of industry/marketing data.
- Interviews with Key Strategic Stakeholders across health, community, academic, retail and alcohol industry representatives.
- Focus on six areas across Scotland looking at different off-sales outlets (supermarkets, dedicated off-sales, and licensed convenience stores) within each community. Data collected included: interviews with Staff and Managers of shops; interviews with Area Key Stakeholders within communities; and focus groups with both young people (18 - 25 years) and adults (>25 years).
- Two of the areas were selected as case study areas (urban and accessible rural locations) therefore brief observational data were also collected from in and around the off-sales outlets.
1.7 A further more detailed explanation of the methodology is included in the next chapter.
Research Aims and Objectives
1.8 The overall aims of this project are to:
- collect and analyse evidence about purchase and consumption trends in the off-sales sector and the links between the two;
- investigate any links between promotions in off-sales in Scotland and purchase, consumption and subsequent behaviour;
- estimate the net behavioural impact and other consequences of such promotions and, as far as possible, the off-sales sector as a whole; and
- consequently, based on the findings and analysis in relation to off-sales and binge and excessive drinking, provide recommendations to inform the Executive about which policy tools, if any, should be applied to the sector at a national, local and individual premises level as appropriate.
1.9 The specific research objectives for this project were to:
- Explore the purchase and consumption patterns of off-sales purchasers.
- Identify who purchases alcohol from off-sales including age and product profiles.
- Develop a consistent operationalised definition of 'alcohol promotion'.
- Identify the extent to which promotions influence individual purchases.
- Identify the extent to which off-sales promotions influence consumption patterns and consider basic income substitution effects.
- Establish whether there is any evidence that off-sales contribute to the practice of front loading.
- Identify the extent to which off-sales have any subsequent negative personal behavioural and social consequences, or short, medium and long term health effects.
- Examine the extent to which off-sales are a source of under age drinking.
- Identify whether and why particular products are associated with problem drinking.
- Identify whether there is evidence that discounted drinks encourage children and adults to start drinking or to drink more heavily.
- Establish whether off-sales premises are a focus for antisocial behaviour in the late night economy or at any other times.
- Examine whether different types of off-sales premises employ different promotional activities and/ or are associated with different effects.
To summarise the report: Chapter two contains an overview of the project methodology; chapter three looks at the issues surrounding alcohol in the community; chapter four examines off-sales and licensing; chapter five discusses purchasing of alcohol at off-sales premises; chapter six discusses the issues surrounding promotions; chapter seven explores behaviour as a result of purchasing alcohol; chapter eight reports on the findings of the case studies; and finally, chapter nine contains the conclusions and recommendations.
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