North Easterners are being urged to think about the impact that
alcohol is having on families, particularly children, as part of
national Alcohol Awareness Week 2011.
Balance, the North East Alcohol Office, is highlighting the
dangerous impact that exposure to alcohol is having on children,
especially through marketing and advertising. The alcohol industry
currently spends £800m a year on marketing, leading young people to
start drinking earlier and to consume more.
Colin Shevills, Director of Balance, explained: "Exposure to
alcohol, be it though advertising, parental influence or by taking
part in underage drinking is teaching children that drinking to
excess is normal. We need to protect our children.
"Although more young people are choosing not to drink we still
have a problem here in the North East, with the highest rate of
under 18 alcohol related hospital admissions in England. We
need to support young people and help them make the right choices -
and heavy promotion is not helping the issue.
"We are calling for parents across the region to support our
campaign. Children and young people are suffering at the hands of
alcohol and it's time to tackle the issues. We must prepare young
people with the confidence and knowledge necessary to make an
informed decision, long before they find themselves in a situation
"We need to reduce the availability and affordability of alcohol
and restrict the advertising of alcoholic products which is forming
part of their everyday environment."
Alcohol Awareness Week runs from 14 - 21 November. For further
information and to support the campaign visit www.balancenortheast.co.uk
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