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Youth holidays, most notoriously in Faliraki, have been in the media spotlight for most of the summer.

The spectrum of coverage has ranged from apparently harmless Carry On-style antics to a man fatally stabbed in a bar brawl. Brands such as First Choice's 2wentys and Olympic Holidays have been drawn into the flak, but inevitably, as market leader, it is Thomas Cook's Club 18-30 that has been hit most often.

Three Club 18-30 reps were arrested in August for organising illegal bar crawls, which have been blamed for lewd behaviour in front of more mainstream holiday-makers.

The Greek authorities have also come down hard on British revellers in resorts such as Faliraki, making arrests for seemingly minor offences such as 'mooning'.

Of course, it is not the first time that Club 18-30 has been criticised.

There was a series of scandalous stories throughout the 80s and 90s, yet it remains a highly successful brand, effectively a generic for this category of holidays.

Indeed, there is evidence that such publicity boosts sales for the brand.

Club 18-30 marketing manager Clare Burns said sales for September, usually a fallow period, had picked up massively following a double-page spread about one resort's kinky antics in The Sun a few weeks ago.

The operator has always used sex to sell its wares.

The most recent campaign showed holiday-makers in suggestive poses. But with such a torrent of bad news this year, including arrests, will the brand suffer in the long term?

Rival operators are already reporting a fall in 'top-end' business from Faliraki, and Rhodes in general.

To canvas expert opinion from both sexes, we asked Gemma Richards, director of client services and sponsorship, European marketing partnerships at MTV Networks Europe, recently voted Britain's 'coolest' media brand (Marketing, August 21), and Neil Henderson, joint managing director at advertising agency St Luke's, whose accounts include the School Disco club and music brand.

DIAGNOSIS

NEIL HENDERSON

Club 18-30 is a brilliant brand, but it treads a dangerous line. It wants to sell excess, but must steer clear of selling law-breaking and ugly behaviour. And ultimately one doesn't come without a bit of the other.

Too much bad news and it will end up with a highly undesirable clientele and little support from the destination authorities.

Loud, rowdy and sex-fuelled is OK for a brand. Seedy, dangerous and seriously out of control is not.

Club 18-30 is all about being naughty. It's a perennial part of growing up, so it is meeting a need that will always sustain sales.

Naughtiness has changed, though. The girls now drink as hard as the geezers and their sexual inhibitions have lowered accordingly.

On the one hand, this generates a volume of free coverage any brand manager would die for. But on the other, it creates a sleaze factor that could push the brand over the edge.

But as long as Club 18-30 is seen to be taking action against the worst offences the recent stories can only continue to fuel a youthful desire to get out there and be a part of the action.

GEMMA RICHARDS

This is a brand that has stood the test of time, quite a feat in today's market. On the other hand, it has not significantly evolved since its launch in 1965 - quite a dangerous position to be in.

Today it's all about speed dating, MP3s and designer chic meshed with urban cool. Young people want it 'neat', new and now.

Most importantly, they don't want it handed down from older brothers and sisters - or worse, their parents. So how can Club 18-30 stay relevant to modern youth?

Recent publicity about its ugly and extreme side is not going to do the brand any favours in the long term. The popularity of shows such as Jackass, The Osbournes and Punk'd gives a clear indication that pranks and outrage are in vogue - but also that you do not need to be drunk to get naked and play.

Club 18-30 is only relevant and appealing to a very small percentage of the youth market. According to Club 18-30's own statistics, it appeals to those who live with their parents, read The Sun and earn less than £10,000 a year. Looking around my youth-filled office, I can't see many of them here.

TREATMENT

- Be uncompromising and public about getting the reps under control and dealing with clients who are overstepping the mark.

- Be clear about responding to the authorities.

- Never deny the core brand offering, which is about having an outrageous and fun time.

- Keep up the cheeky advertising.

- Offer multi-sport holidays, like a cheap Mark Warner.

- Drop the Club 18-30 tag. Rebrand with a more upmarket and exclusive name, giving ownership and appeal to today's youth.

- Add activity-based holidays.

- Use extreme sports, rock concerts.

- Run an academy with daily coaching sessions on singing, dancing, acting or TV and radio presenting. Holiday-makers can take a showreel home to help pursue their ambitions.