Football matchday moderation campaigns seem well-intentioned, but do they work – and what do they cost?

At football matches across the UK and beyond, fans increasingly encounter messages about moderation: pacing drinks, switching to low- or no-alcohol options, planning travel home, and “drinking responsibly”. These campaigns are often delivered in partnership with alcohol brands, football clubs, and organisations such as Drinkaware.

At first glance, this feels like a positive step. Encouraging people to stay safe and avoid harm seems entirely reasonable. Clubs, sponsors and campaign partners may genuinely believe these approaches work, and some may well be taking wider meaningful structural steps to reduce alcohol-related harm.

The question ASN is asking is a practical one: do these campaigns actually reduce risky drinking – and what are their unintended consequences, particularly for stigma?