There is evidence for effectiveness of:
Restricting point of purchase promotions in affecting the overall consumption of under age drinkers, binge drinkers and regular drinkers
Scottish policy note
Restrictions on the display of alcohol and promotions are a key component of the recent alcohol policy framework; ‘Changing Scotland's Relationship with Alcohol: A Framework for Action’ (2009). The framework outlined a commitment to draft regulations to modify Schedules 3 and 4 to the Licensing (Scotland) Act 2005 so as to:
Put an end to off-sales premises supplying alcohol free of charge on the purchase of one or more of the product, or of any other product, whether alcohol or not.
Put an end to off-sales premises supplying alcohol at a reduced price on the purchase of one or more of the product, or any other product, whether alcohol or not.
Prevent the sale of alcohol as a loss-leader.
The framework also outlines how regulations will be brought forward that:
Restrict the display of any marketing material, or other material or activity relating to alcohol, in off-sales premises to one of the two alcohol display areas permitted by paragraph 13 of Schedule 3 of the 2005 Act (inserted by section 3 of the Licensing (Mandatory Conditions No. 2) (Scotland) Regulations 2007).
Ban any marketing material in any licensed premises that refers to any price other than the price at which the product is currently being sold (per bottle, pack, or measure and/or the price per 100ml or litre) or that makes any reference to sale at a reduced price (for example, “Was £5.99, now £2.99”.)
In addition the recent publication welcomes a concerted effort by producers and retailers to develop and agree with the Government a code of practice for promotions which would supplement the regulatory action already taken by Government through the Licensing (Scotland) Act 2005 and the actions set out in the framework.
The Alcohol etc (Scotland) Bill, passed in November 2010, includes legislation for a quantity discount ban (2-for-1 etc) and promotions only to be allowed in designated areas in shops where alcohol is sold. These changes will come into effect from Spring 2011 onwards.
Meier P. et al. (2008) Independent Review of the Effects of Alcohol Pricing and Promotion. Department of Health: London
The University of Sheffield, School of Health and Related Research (ScHARR, 2009) Final draft of Report 1 Macro Level Interventions for Alcohol Use Disorders: Effectiveness Review to the National Institute for Health & Clinical Excellence. National Institute for Health & Clinical Excellence
World Health Organisation (WHO, 2009) Evidence for the effectiveness and cost–effectiveness of interventions to reduce alcohol-related harm. World Health Organisation: Europe