The chief constable of Northamptonshire Police has called on people to be more “socially responsible” to help deal with the problem of alcohol-fuelled anti-social behaviour.
It comes as officers visit the Asda, Morrisons, Sainsbury’s and Tesco stores in Northampton, looking at how the major retailers are promoting, marketing and displaying alcohol sales and handing out leaflets to festive shoppers.
The ‘Are You Thinking About Drinking’ campaign is designed to foster a more socially-responsible approach to the consumption of alcohol.
The supermarkets are displaying ‘alcohol responsible’ information on notice boards and at checkouts, have pledged to ensure the responsible marketing, promotion and display of alcohol and are rigorously enforcing the ‘Challenge 25’ initiative designed to combat the sale of alcohol to those who are under-age.
Police have also been encouraging shoppers to be aware of their responsibilities around alcohol.
It is estimated the social cost of dealing with the consequences of irresponsible, excessive drinking in the county each year is £1.5 million, which amounts to £700 for each household.
Chief Constable Adrian Lee said it is time for people to start seeing the “wider picture” of the effect their actions have on society.
He said: “Irresponsible consumption of alcohol results in increased violent crime and anti-social behaviour on our streets and this is a cost that taxpayers have to bear in terms of finding more money for extra policing in town centres at weekends.
“But key to changing this drinking culture is the need for individuals – be they legislators or licensees, traders or retailers, parents of under-age drinkers and the drinkers themselves – to be socially responsible.
“Too often, individuals are too wrapped up in the world they live in that they lose sight of the wider picture and fail to see how their actions might be impacting on other areas of the community.”