The DCSF is alarmed that growing numbers of parents believe it is acceptable for younger teenagers to drink at social events, and even buy alcohol for their children.
The department will commit part of its youth alcohol ad campaign, which is due to roll out early next year, to tackling this. A soon-to-be published consultation paper will outline its strategy and unveil the first proposed unit guidelines for teenagers. The government is expected to hire agencies to promote the work in the new year.
The DCSF has conducted research into the most effective messages for 11- to 15-year-olds. The creation of an umbrella brand similar to the 'Talk to Frank' drugs education initiative is being considered.
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