A campaign has been launched in the Wyre Forest district in a bid to help reduce the number of young people under 18-years-old from drinking alcohol.

Worcestershire County Council has teamed up with other agencies.

They are launching the campaign which asks adults not to buy alcohol for children.

Worcestershire Substances Misuse Action Team have produced the promotional campaign after research showed that in many cases young people are obtaining alcohol from other people rather than buying it themselves.

Trading Standards officials conduct regular test purchase exercises to check that alcohol is not being sold to under-18s using underage volunteers and covert recording equipment.

During the present financial year only 21 per cent of volunteers were able to buy alcohol in licensed shops and off licences.

The campaign, including posters for shops, has been focussed on the message that this practice is not acceptable and is very serious.

The posters question why people would buy alcohol for children.

Kate Rowberry, programme leader for communities and alcohol, said: “Regular heavy drinking and binge drinking behaviours in young people are associated with a whole range of problems including anti-social behaviour, violence, accidents, increased risk of unwanted pregnancy and sexually transmitted infections, physical and mental health problems and poor school performance.

“Young people are always going to experiment with alcohol as part of growing up but the real issue is the amount of alcohol that is being consumed.

“It is important that anyone tempted to buy alcohol for someone under 18 just stops for a minute to think about these negative consequences, to which they may be contributing.”

Councillor John Smith, chairman of Worcestershire County Council, said: “Apart from the health risks linked to children consuming too much alcohol, underage drinking can also be linked to crime, disorder and anti-social behaviour.”

The poster campaign also points out that it is an offence for an adult to purchase alcohol for a young person under 18.