Police Scotland have launched a new campaign against domestic abuse which urges men to take action to stop abusive behaviour before it starts.
‘Is That Me?’, the latest campaign on abuse from the force, is aimed at men aged 18 to 25 and, for the first time, is also launching on Tinder.
It highlights controlling or cruel behaviours within new relationships which may be warning signs of future, escalating abuse.
Actions including checking a partner’s phone, preventing them from seeing friends or using demeaning language have all been highlighted by police in a new campaign video and website as well as a television advert.
The ad will also appear on dating app Tinder, where many young people begin new relationships.
Men, who are addressed directly in the campaign, are signposted to a dedicated website where they can receive information and support if they see themselves in the behaviours displayed.
The campaign comes after the latest Scottish Government statistics revealed that Police Scotland recorded 64,807 incidents of domestic abuse in 2021-22.
Of those reported, 81% (over 50,000) of reported cases involved a female victim and male suspected perpetrator.
Assistant chief constable, Bex Smith said: “Stopping your new partner seeing friends, checking their phone, demeaning them, is neither caring nor romantic. These are controlling, abusive behaviours.
“In the campaign, we are asking men to reflect on how they behave. If they see themselves and their behaviour in this campaign, then they need to take a hard look at themselves and get help.”
He added: “Domestic abuse comes in many forms, and it’s not always obvious at the start of a relationship but there can be early signs of attempts to control and coerce. And we know from victims that it is these psychological, controlling and coercive behaviours that often have the most lasting impact.
“With this new campaign, launched just ahead of the festive period when we see an increase in reports of domestic abuse, we want men to take action and get help. Don’t be an abuser: don’t turn a promising relationship into an abusive one.”
The new ad will air across social media channels and on Tinder from Tuesday, December 13.
ACC Smith added: “Abuse starts somewhere. Abusers may start out charming and likeable but they can quickly change.
“There is always an opportunity to reflect, to intervene, and to stop.
“The vast majority of domestic abusers are men, most victims are women. We are committed to tackling all forms of violence against women and girls. It’s up to men to take action to tackle violence and abuse.”