Pernod Ricard Accepts Responsibility

As part of its 'Accept Responsibility' initiative Pernod Ricard UK, has launched a campaign to tackle underage drinking by encouraging parents to play a more active role in educating their children about alcohol.

The Accept Responsibility campaign targets three issues associated with alcohol - drink driving, binge drinking and, this latest phase, underage drinking. The company says it recognises that underage drinking is an important issue to address but that adults with children need to understand that they have a key role to play. An NHS survey shows that 54% of pupils between 11-15 had tried an alcoholic drink so the campaign will feature national advertising as well as social networking sites and Schools Net.