The initiative will include online and press ads in the Times, the Telegraph, the Mail on Sunday and News of the World, and social media activity on websites including Facebook, Yahoo, Schools Net and ivillage.
The ads highlight the excuses commonly used by parents to justify under-age drinking among their children, such as “we drank when we were that young and we turned out okay” and “it’s only a small glass, my son is very sensible”.
Chief executive Jean-Manuel Spriet said: “We recognise not only that under-age drinking is an important issue to address, but also that adults with children need to understand that they have a key role to play.”
A recent study by the Department for Children, Schools and Families found three quarters of 11 to 15-year-olds said they would prefer to get information about alcohol from their parents.
It also showed that when young people felt their parents would disapprove of them drinking, 80% avoided drinking alcohol.
Spriet added: “The drinks industry and government must continue to do all we can to promote responsible drinking. We fully understand the role we have to play in this matter, but it is fair to say that consumers also have a role when it comes to educating their children about alcohol and how they themselves behave when they drink.”