I think all we have done is reclaim our colleges from the drinks industries, and

we're back to where we started ten or fifteen years ago; and  we're  almost on

a level playing field  But I think the drinks companies are out there fighting

back, and saying to students  we'd love to sponsor you . 

[Academic]

Diageo had contacted the student health service committee looking to give

them money for health promotion and, at the same time, we were aware that

there were approaches to other colleges, as well, from similar groups. I felt

strongly that the health promotion group shouldn't be influenced by the alcohol

companies.

[Student Health Service Director]

I wanted to mention that I was approached by one of the drinks companies and

offered money to conduct a pilot project on the social norms [approach]; and

the drinks industry is very keen on promoting the social norms marketing, which

makes me suspicious straight away. 

[Health Promotion Officer]

There were also suggestions that students and colleges as a whole, especially

student union representatives, had become sceptical of the drinks industry,  and

that attempts by the industry to insinuate itself back into a central position as

sponsor of student activities would be successfully resisted: 

I don't see the drinks companies coming back in the future, even if there is a

vacuum because of a more progressive, enlightened view. 

[Student Services Administrator]

Yes; the initial shock of students not getting their easy sponsorship, once that

dies down, they actually work to get other sponsorship.  

[Student Services Administrator]

Yes, our own student welfare officer went to the MEAS conference and she

could see [what the industry is doing]. 

[Student Health Service Director]

Off Licences and Off Campus Pubs

Despite this perception that college policies were successfully tackling aggressive

alcohol promotion on campus, many focus group participants believed that

external alcohol retailers had responded by devising new marketing strategies

aimed at the student population. It was believed that there had been an increase

in the number of off licences in the vicinity of colleges, and that both off licences

and local pubs and clubs were advertising vigorously and effectively at the student

market. This somewhat fatalistic view that colleges could never counter  the

marketing capacity of external retailers is reflected in the following quotes: 

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