Normalisation of Alcohol Consumption

In a sobering revelation, it was recently reported that there were 1,276 alcohol-related deaths in Scotland in 2022, marking a 2% increase from the previous year. Over the past decade, a staggering 11,000 lives have been lost due to alcohol-related causes.

This number surpasses Scotland's drug death toll, yet the response has been far from proportionate with the gravity of the situation. Despite bold commitments by the Scottish Government to address alcohol availability, pricing, marketing, and access to treatment, tangible actions have been scarce.

In a unified call for action, over 30 organisations representing medical professionals, charities, and alcohol advocates have joined forces to implore the Scottish Government to escalate its commitment to alcohol services and recovery support.  Today, we delve into the pressing issue of Scotland's alcohol crisis, where families are grappling with limited treatment options and the extensive influence of alcohol in their daily lives.

Scotland Battles Alcohol Deaths

Minimum Unit Pricing (MUP): A Long Overdue Update

Scotland introduced Minimum Unit Pricing (MUP) in May 2018 after legislation was passed in 2012, but this vital policy has not seen the desired impact. Legal challenges from the alcohol industry delayed its implementation, and the current unit price of 50p, established over a decade ago, is woefully outdated. It's high time for an uprating mechanism to bring the policy in line with current realities. Recent research underscores the lifesaving impact of Minimum Unit Pricing (MUP), estimating that it has saved 156 lives annually since its introduction in 2018.

Alcohol Everywhere: A Culture of Overexposure

Families across Scotland describe the constant presence of alcohol, from coffee shops to bookstores, cinemas, workplaces, schools, and community events. Persistent marketing tactics worsen the problem. There's an urgent need for clear action on alcohol availability and marketing to create Alcohol-Free Spaces where individuals and families can find respite.

Marketing Consultation: A Delayed Response

A consultation on alcohol marketing, which concluded nearly six months ago, has yet to result in any concrete action. The First Minister has even expressed sympathy for industry concerns about mandatory marketing restrictions. This delay only perpetuates the challenges faced by families.

Falling Access to Treatment: A Crisis Unfolding

Access to specialist alcohol treatment has dwindled by 40% over the past decade, with most of this reduction occurring before the pandemic. Families are struggling to find effective treatment and support for their loved ones, leaving them isolated and under immense pressure.

A Call for Action

Scotland has witnessed an emergency response to drug deaths, including a National Drugs Mission and substantial investment. It's high time for an equivalent response to the alcohol crisis. The following actions have been called for:

  1. Equal financial investment in high-quality specialist alcohol treatment, care, and support services across Scotland.
  2. Increasing the Minimum Unit Price to at least 65p, with a mechanism for future adjustments.
  3. Immediate action on alcohol availability and marketing to establish Alcohol-Free Spaces and protect individuals and families from the relentless influence of the alcohol industry.


Justina Murray, CEO of Scottish Families, states, "In Scotland, we excel at articulating our intentions to address our complex relationship with alcohol, but we fall short when it comes to real action. It's time to bridge the gap between our aspirations and the lives devastated by alcohol. Our families deserve urgent action, not just words."

Dr. Alastair MacGilchrist, Chair of Scottish Health Action on Alcohol Problems (SHAAP), representing clinicians, underscores the urgency of the situation, stating that doctors witness the impact of alcohol on patients daily and reiterating the need for "urgent action." Alarmingly, those residing in Scotland's most deprived communities are over five times more likely to die and six times more likely to be hospitalised due to alcohol compared to those in wealthier areas.

Breaking the Normalisation of Drinking

Dr. Catriona Morton, a GP and representative of the Royal College of GPs, points out that many patients are "unaware" of the health impact of alcohol due to its normalisation and widespread advertising. Addressing this normalisation is crucial for reducing alcohol consumption at both individual and societal levels.

Getting to the Root of a Broader Issue

Scotland's alcohol crisis demands swift and comprehensive action. Lives are at stake, and the economic, social, and human costs are profound. With concerted efforts to address availability, pricing, and marketing, alongside investment in quality treatment and support, we can prevent countless alcohol-related deaths and transform the lives of families across Scotland. Commitment to change must be matched by our commitment to action.

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