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Pernod Ricard launches underage drinking campaign

Published:  18 February, 2010

Pernod Ricard UK, has launched a campaign to tackle underage drinking by encouraging parents to play a more active role in educating their children.

The latest phase of its Accept Responsibility campaign that aims to encourage responsible drinking, points to examples of excuses used frequently by parents such as, "we drank when we were that young and we turned out okay" and "it's only a small glass, my son is very sensible".

Pernod Ricard UK cites an NHS survey that revealed 54% of pupils aged between 11-15 confirmed they had drunk an alcoholic drink in their lives.

Jean-Manuel Spriet, chief executive officer, Pernod Ricard UK, said: "We recognise not only that underage drinking is an important issue to address, but also that adults with children need to understand that they have a key role to play."

"We believe their efforts can make a real difference in tackling this important issue - a good place to seek advice on this matter is the Department for Children, Schools and Families' (DCSF) website."

The campaign will feature national advertising as well as social networking sites and Schools Net.