Average alcohol consumption has doubled amongst 11-15 year olds in recent years.

The UK Government has called on drinking establishments and retailers to help in its fight against underage drinking.

The appeal comes with yesterday’s (3 June) launch of the Youth Alcohol Action Plan, a three-prong initiative aimed at tackling rising levels of alcohol consumption amongst youngsters.

The plan will see the government work with the alcohol industry to reduce the sale of drink to the underage, as well as helping companies to market and promote alcohol “in a more responsible way.”

Other steps include working more closely with the police and courts to deter youngsters from drinking, and guiding parents on safer drinking in the home.

Ed Balls, Secretary of State for Children, Schools and Families, commented on the launch of the new plan: “Tougher enforcement powers are needed to tackle underage binge drinking but enforcement measures alone are not the solution. We need a culture change about drinking with everyone from parents, the alcohol industry and young people all taking more responsibility.”

The roll-out of the Youth Alcohol Action Plan has been welcomed by children’s and safer drinking charities. Don Shenker, Chief Executive of Alcohol Concern, said: “We’re delighted to support the launch of this new action plan which promises a series of improved interventions. Given the widespread ease with which young people obtain and misuse alcohol, the scale of the challenge is considerable.”

According to government data, the proportion of 11-15 year olds who drink regularly is falling – from 28% in 2001 to 21% in 2006 – however the average weekly consumption has actually doubled.

A recent study also revealed that binge drinking levels are highest amongst adolescent girls – 47% of 15-year-old girls surveyed had been drunk at least once in the past four weeks, compared with 37% of boys.

By Natasha Piscitelli