A Pernod Ricard initiative will include online and press ads in the Times, Telegraph, Mail on Sunday and News of the World, plus social media activity on websites including Facebook, Yahoo, Schools Net and ivillage.
SAB Miller’s Open the Facts campaign will run through its own Talking Alcohol website and be publicised through Facebook, Twitter and You Tube.
The Pernod ads highlight the excuses commonly used by parents to justify under-age drinking among their children.
A recent study by the Department for Children, Schools & Families found that three?-quarters of 11 to 15? year? olds said they would prefer to get information about alcohol from their parents.
Pernod’s chief executive Jean-Manuel Spriet said: “The drinks industry? must continue to promote responsible drinking. We understand the role we have to play in this matter, but consumers also have a role when it comes to educating their children about alcohol?.”??