Drink message

ALCOHOL advertising is risking the lives and futures of children across the North East by encouraging them to drink early and more, according to a campaign launched this week.

Through its See What Sam Sees campaign, Balance, the North East Alcohol Office, is inviting North Easterners to take a child’s eye view and witness the way the alcohol industry is bombarding young people with ads which make drinkers appear popular, successful and attractive.

In the region 55 per cent of people already agree that alcohol targets under 18s.

The NOrth East has the highest rate of alcohol specific hospital admissions for under 18s in England as well as the highest rate of 11 to 15-year-olds who admit to drinking alcohol and more than half of 15-year-olds in the region who have drunk alcohol have experienced negative consequences including smoking, taking drugs and unprotected sex.

A television advert has been created but cannot be views in the NOrth East, so Balance is taking it on the road.

It can be seen in Morpeth on November 28.