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Parents are underestimating their influence on children’s drinking habits, according to a Government campaign.

More than half of young people who have drunk alcohol say they are usually given it by their parents, according to a study commissioned by the Department for Children, Schools and Families.

And children in households where adults drink heavily are more likely to drink themselves.

Under the Why Let Drink Decide? campaign, new cinema adverts targeted at young people will show the risks associated with alcohol.

Local authorities will be handed ”good practice guides” to help them work with other services, such as the police, to stop under-age drinking from becoming a problem in their area.

More than 2,000 youngsters are today playing in a Kickz football tournament, which will encourage those taking part to have discussions about the dangers of under-age drinking.

Parents will also be given advice on under-age drinking to allow them to talk to their teenagers about the issue, ministers said.

The new research, which questioned more than 4,000 parents, children and young people, reveals one in four (26%) of youngsters said their parent had never talked to them about alcohol.

Almost one in ten (9%) are unaware that their child has ever drunk alcohol.

Some 17% of parents said they had thought about what to do if drinking was becoming a problem for their child, but eight in ten (80%) said they would just deal with it when it happens.

Schools minister Vernon Coaker said: ”Today’s research shows that parents underestimate their influence over their child’s drinking and attitudes to alcohol, yet a quarter of young people have never spoken to their parents about the issue. That’s why through the ‘Why Let Drink Decide?’ campaign we are giving parents and young people the confidence to have open conversations about alcohol, to ultimately delay the age at which young people start drinking.

”Some young people need more help, support and fun alternatives to drinking, which is why we are launching the Kickz Cup 2010 today.”

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A DRUG used as a “legal high” could be banned in the UK after five teenagers from one small County Durham village suffered a serious reaction.

Mephedrone is being sold legally on the internet as plant fertiliser but is more commonly known on the streets as “drone”, “bubble” or “meow meow”.

Its chemical formula is one molecule different to ecstasy and as such dealers claim is not a controlled substance. Their sales pitch is that in powder, crystal or liquid form it is a legal ecstasy-style drug.

However, Durham Police are warning that its use can result in severe nose bleeds, nose burns, hallucinations, blood circulation problems, rashes, anxiety and paranoia, fits, delusions and can lead to a heart attack.

Bishop Auckland MP Helen Goodman acted after five teenagers from the village of Cockfield, in her own constituency, were hospitalised after taking the drug.

She said: “I was really shocked by what happened in Cockfield and I know the local police are also very concerned about the impact this dangerous drug is having on our community.

“It is quite clear that legal status does make a difference, and that as long as this drug remains legal young people are more likely to use it and the police are less able to tackle the problem.

“I think its really important that this drug becomes illegal as soon as possible, and I am optimistic that we will have an announcement on it before Easter.”

She has also met Neighbourhood Police teams in Barnard Castle to hear their “serious concerns” about the recent increase in mephedrone use by local teenagers.

She has written to the Home Office to call for the drug to be banned and the Drug Advisory Council – which makes recommendations to the Home Secretary about drug classification – will shortly publish its assessment on the dangers of various ‘legal highs’ including mephedrone.

Parliament will then have the opportunity to consider their report and it is hoped it may move to make it illegal.

Inspector Kevin Tuck of Teesdale police added: “We met with Mrs Goodman last week to express our concerns and to gain her support in trying to have this substance controlled as soon as possible. She recognises the real harm mephedrone poses to users and communities within the Bishop Auckland constituency and has acted quickly to raise the issue with the Home Office.

“We are grateful for this quick intervention and understanding. Although Teesdale was one of the first hot spots in the UK this is now a national issue with numerous reported incidents and problems the length of the country. Teesdale Police want to keep this issue in the public domain to help educate potential users, parents, teachers and other professionals in an effort to reduce harm.”

In Sweden an 18-year-old died from taking the drug and it has now been banned there, as well as Israel, Norway and Finland.

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More than half of young people who have drunk alcohol are usually given it by their parents, a new study shows.

By Caroline Gammell

Less than a fifth of parents – 17 per cent – said they had thought about what they would do if their child drank too much, while 80 per cent said they would “deal with it when it happens”.

One in 10 parents said did not know that their child drank, while a quarter of young people said their parents had never talked to them about alcohol.

The study of 4,000 parents and young people was commissioned by the Department for Children, Schools and Families as part of a Government crackdown on underage drinking.

Schools minister Vernon Coaker said parents should be more open with their children as he launched the Why Let Drink Decide? campaign at Arsenal’s Emirates Stadium.

“The research shows that parents underestimate their influence over their child’s drinking and attitudes to alcohol,” he said.

“Yet a quarter of young people have never spoken to their parents about the issue.”

The campaign includes a drive to keep young people away from alcohol by involving them in football clubs and football tournaments.

Mr Coaker defended football as a good diversion for young people, despite the recent antics of high profile footballers such as John Terry.

“Notwithstanding one or two cases, football has moved from a culture of drinking a few years ago to one where that is not the case.

“There is much more emphasis on the whole business of fitness.”

Martin Keown, former England and Arsenal player, added: “I was playing in the early 80s where if you didn’t drink you were in the minority.

“It is a very different environment now, there really has been a massive change among the players.”

Mr Coaker said there were less young people drinking now, but those who did drank more.

Of the 10,000 young people admitted to hospital each year because of alcohol, 6,000 are under the age of 15.

As part of the Why Let Drink Decide? Campaign, adverts showing the risks of drinking alcohol will be shown in cinemas nationwide.

Local authorities will be handed “good practice guides” to help them work with other services, such as the police, to stop under-age drinking from becoming a problem in their area.

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The alcohol industry is failing to comply with a voluntary agreement to place health warnings on alcoholic drinks, says the government.

Just 15% of drinks provide enough information about units and health risks, a report found.

England’s Department of Health says it will consider mandatory labelling if voluntary agreements fail.

Public Health Minister Gillian Merron said progress was “very disappointing” despite efforts from some brands.

She added: “Whilst there should be no need to bring in legislation when the industry can clearly sort it out themselves, we will not hesitate to act decisively if industry does not deliver.

“I expect to see much more leadership from more of the major producers.

“We know that too many are drinking at harmful levels and producers should play their part in helping to stem this tide by ensuring we all have access to clear and consistent health information on labels.”

The Scottish Government, along with the other devolved administrations, has launched a similar consultation on alcohol labelling.

Scottish Health Secretary Nicola Sturgeon said that if compliance with the existing voluntary code did not improve, then mandatory labelling would be a strong option.

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Supermarkets are offering more discounts on alcohol despite calls to end special deals.

By Myra Butterworth, Personal Finance Correspondent

The latest statistics reveal a quarter of the all beer sold online at Tesco, Asda, Ocado and Sainsburys was on offer last month, up seven per cent on the same period a year ago. Increases were also seen on the sale of spirits and wine.

Chief medical officers are calling for minimum prices per unit of alcohol, warning lower prices are linked to greater alcohol-related health problems.

Don Shenker, chief executive of Alcohol Concern, said: “Supermarkets pretend to champion the consumer and yet their alcohol price discounting has led to a direct rise in alcohol related health harms and costs to the NHS and police.

“When will the supermarkets realise their use of alcohol as a loss leader is ruining the health of this country and leading to more crime and disorder?”

And Dr Chris Record, a liver disease consultant based in Newcastle, said: “The problem is that alcohol prices have been falling and is now much more affordable than it was a couple of decades ago. And if you reduce the price of alcohol suddenly, consumption goes up.”

The figures from MySupermarket suggested the amount of red and white wine sold with a discount has doubled in the past year from 7 per cent to 14 per cent. Spirits sold with a discount have also increased from 5 per cent to 8 per cent.

But retailers insisted lower prices did not encourage irresponsible drinking and were about offering the best value to shoppers.

Richard Dodd, of the British Retail Consortium, said: “Retailers are simply competing to offer customers value. They shouldn’t be criticised for doing that.

“Irresponsible drinking is not about price. It’s about culture. We already have some of the highest alcohol taxes in Europe. Banning discounts or forcing up prices won’t make a difference. Changing attitudes will and that’s what retailers are engaged in.”

A spokesman for the Department of Health said: “We will continue to look at how we can tackle the problems caused by cheap alcohol.

“We will consider this within a framework which respects the rights of responsible consumers while making a real difference to the types of excessive drinking that damage individuals and families and are a cost to our society.”

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 A plan to halve the number of smokers in England over the next 10 years has been unveiled by ministers.

 The number of people smoking has fallen by a quarter in the past decade to 21%, and the proposed target is 10% by 2020.

Measures being considered include removing branding from packets and banning cigarette vending machines, as will happen in Scotland next year.

Smokers’ lobby group Forest criticised the proposals for eroding people’s ability to make lifestyle choices.

Health charity Ash said that while it supported the plans in principle, there was a need for more detail and stronger pledges.

The government strategy includes a commitment to try to stop young people taking up smoking by cracking down on illegally imported cheap cigarettes.

Every smoker will be able to get help from the NHS to suit them if they want to give up.

And there will be a review of smoking legislation, which could see public bans extended to places such as the entrances of buildings.

Health Secretary Andy Burnham said: “We’ve come so far and now we’ll go even further, to push forward and save even more lives.

“This strategy renews our commitment to virtually eradicate the health harms caused by smoking, and I firmly believe we can halve smoking by 2020. In 10 years’ time, only one-in-10 people will smoke.”

He added: “We will always help people to quit, and smokers should never stop trying. That’s the beauty of the NHS – it’s there to help everyone.

“One day, in the not too distant future, we’ll look back and find it hard to remember why anyone ever smoked in the first place.”

‘Devastating impact’

The government said each year smoking caused 80,000 deaths and cost the NHS £2.7bn.

Chief Medical Officer Sir Liam Donaldson said the strategy would “discourage children from taking up smoking and prevent a great number of unnecessary and early deaths”.

The smoking ban in enclosed public places was introduced in Scotland in 2006, and in England, Wales and Northern Ireland separately in 2007.

Forest said the ban had had a “devastating impact” on community pubs and further restrictions would accelerate that trend.

Simon Clark, director of the lobby group, said adults should be allowed to make an “informed choice”.

He said: “When the government starts setting targets it is rather dangerous because the only way they can reach targets is to introduce very illiberal, very draconian legislation.

“What we are seeing is a campaign of de-normalisation – I think it is creating a very intolerant, very divisive society.”

Professor Alan Maryon-Davis, president of the UK Faculty of Public Health, said: “It’s good the government intends to keep up the pressure on smoking, the biggest single cause of ill-health and inequalities in health.

“But we do need to see these good intentions backed up by sustained investment in effective strategies.”

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Health bosses in the North East have urged the government to introduce a minimum price for alcohol.

Thirteen directors of public health have signed an open letter to ministers condemning the sale of alcohol at “pocket money prices”.

The call coincides with a study from the region’s alcohol awareness group, Balance, which says a can of lager can be bought for just 22p.

Supermarkets say they already have checks in place and act responsibly.

Colin Shevills, director of Balance, which is funded by the Department of Health, North East NHS trusts and the region’s three police forces, said supermarket prices for alcohol were “ridiculously low”.

He said: “Alcohol is a primary instigator in violent crime, increases hospital admissions which drain vital NHS resources and encourages absenteeism and causes disability.

‘Ridiculously low’

“Supermarkets aggressively promote alcohol, which they routinely sell below cost to encourage shoppers through their doors.

“The ridiculously low prices make it clear that alcohol pricing cannot be left to supermarkets and off licences alone.”

Among those who have signed the letter are Sue Milner, director of public health for Northumberland, Nonnie Crawford, director of public health in Sunderland, Meng Khaw, director of public health for Newcastle and North Tyneside and Miriam Davidson, director of public health in Darlington.

Durham Chief Constable John Stoddart said: “While illegal drugs tend to get all the headlines, the issue of alcohol misuse presents us with serious problems right across the whole spectrum of criminality.”

Balance said alcohol-related hospital admissions across the North East were 62% higher than the national average and that the region’s police forces dealt with more than 6,000 domestic abuse cases where alcohol was a factor between 2008 and 2009.

Richard Dodd of the British Retail Consortium said: “Irresponsible drinking is a cultural issue. It’s about the way we are brought up and our attitude to alcohol.

“We have the highest alcohol taxes in Europe in the UK and that tells me there is not the direct relationship between price and irresponsible consumption.”

Last month Home Secretary Alan Johnson told the BBC he had not ruled out the possibility of using pricing measures to make alcohol less easily available, but such a move was not “a magic bullet”.

He said: “We don’t want to ensure that people… on good incomes can just carry on as normal, but responsible drinkers on low incomes are hit.”

In Scotland, the government is pushing for a minimum price for alcohol to tackle drink-related problems.

Laws requiring young people to prove their age were introduced in the country last year.

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Children as young as 11 are drinking two bottles of wine a week – more than the recommended limit for an adult woman – official figures reveal.

By Rebecca Smith, Medical Editor

Children in the north of the country drink and smoke more than those in the south, data from the NHS Information Centre has found.

In particular, girls aged between 11 and 15 in the Midlands and the North are drinking more than the recommended limits for adult women.

They are consuming around a bottle and a half of wine a week.

Adult women are advised not to drink more than two to three units a day (or up to 14 units a week) and men not more than three to four (or up to 21 units a week) with two alcohol free days a week.

Sir Liam Donaldson, Chief Medical Officer, said last year that parents should not let their children drink alcohol at all.

More than one in four girls in the North East had a drink in the past week and on average consumed 15.5 units. Girls in the East Midlands, North West and Yorkshire and Humber drank similar amounts.

The pattern was less clear for boys but in general those in the Midlands and the North were more likely to have drunk in the last week than those in the south and to have consumed more.

More than one in four boys in the North East had a drink in the last week and on average drank 20.2 units, the equivalent of eight and a half pints of strong lager or more than two bottles of wine.

Boys and girls in London were the least likely to drink and average consumption of those who did was also lower.

The data, based on surveys of over 23,000 children in England, showed boys drank more than girls in almost all regions.

It is the first time that alcohol consumption for children aged 11 to 15 has been calculated by region.

Previous studies have shown that fewer children are drinking alcohol but those who do consume large amounts.

On smoking children in the north of the country were more likely to have smoked a cigarette in the last year than those in the south and were more likely to smoke regularly.

Children in all of the regions were less likely to have tried drugs than cigarettes or alcohol.

A fifth of 11 to 15 year olds in the North West had taken drugs in the last year compared with around one in seven in the South West.

One in eight children in the North West said they had taken cannabis in the last year compared with one in 12 in the North East.

Tim Straughan, Chief executive of The NHS Information Centre, said: “The report shows there are significant regional differences in the percentages of young people who smoke, drink or use drugs.

“It is interesting to note that London has such comparatively low levels of drink, drug and alcohol use among its 11 to 15-year-olds.

“In contrast, youngsters in the North East are more likely than their peers anywhere else in the country to smoke and drink alcohol. However, they are the least likely to take cannabis.”

Don Shenker, Chief Executive of Alcohol Concern, said: “Today’s figures are very worrying. We’ve seeing a slight decline in the number of children who drink, but those who do drink are drinking much more.

“Too many young people are now drinking at or above safe adult levels, yet their bodies are less able to cope with the harm alcohol can cause.

“We’ve already seen an almost one thousand per cent increase in liver cirrhosis deaths in the 25-44 age group. This is impacting our health services and the lives of families across the UK.”

He said the government must heed advice and opt for minimum pricing of alcohol which would mean it could not be bought at pocket money prices.

Professor Ian Gilmore, President of the Royal College of Physicians and Chairman of the UK Alcohol Health Alliance said: “These figures indicate that for many young teenagers drinking has moved beyond experimentation and into far more dangerous territory.

“Regular consumption at these levels, especially when compressed into heavy sessions at the weekend puts boys and girls at considerable risk.

“At this age the adolescent mind is still developing, and for an unlucky minority heavy drinking so early will have profound and long lasting implications for their learning and problem solving skills. Tougher penalties for those found to be selling alcohol to youngsters are welcome, but parents and families also have a responsibility to help their offspring make healthy choices.”

Children’s Minister Dawn Primarolo said: “I am pleased that these statistics show a decline in the number of young people smoking, drinking alcohol and taking drugs.

“The Government has been committed to providing young people with the right advice and support they need to make safe and sensible decisions. Importantly we have given parents, carers and schools additional guidance and expert advice so that young people can turn to a trusted adult to discuss their concerns about smoking, drinking and drugs.”

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Children as young as 12 are turning up at school under the influence of a “legal high” drug, teachers and health workers have warned.

Teachers have reported a dramatic surge in the number of children showing signs of taking “meow meow” – or mephedrone – before attending lessons.

The drug, which is sold as fertilliser on the internet and can be bought for as little as £3, is believed to have similar effects to ecstasy.

But health workers and police warn that it causes severe side-effects, including convulsions, hallucinations, nosebleeds, headaches and breathing problems.

Teachers towns and cities, including Brighton, Durham, Harrogate and York, are now being given emergency training in spotting signs of the drug.

The dangers of “meow meow” and other legal highs is also being added to lessons in personal, social, health and economic education (PSHE) in some areas.

The move comes just months after the drug was linked to the death of schoolgirl Gabrielle Price in Worthing, West Sussex. The 14-year-old suffered a cardiac arrest and died in hospital after taking a suspected cocktail of drugs including mephedrone.

This week, a teenager is also believed to have died at a house party after experimenting with the drug for the first time. The body of the 18-year-old was found at a flat in Berkhamsted, Hertfordshire, on Tuesday.

In Brighton, it was reported that children as young as 12 and 13 are taking the drug on school buses.

Sam Beal, healthy schools team leader for Brighton City Council, told the Times Educational Supplement that increasing numbers of pupils “started using ‘meow meow’ at the end of last summer and we have big concerns about this”.

“Teachers hear about this more and more and they are concerned that the drugs are being brought into schools,” he said.

Sgt Geoff Crocker, from North Yorkshire Police, based in Harrogate, said: “It’s easily available and cheap and we’ve seen enterprising pupils start selling it in school.”

Darren Archer, manager of the County Durham drugs and alcohol action team, told the TES: “We’ve mostly seen it as part of a risk-taking culture among young people, particularly in colleges.”

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