SOMERSET public health advisors are giving their support to a new national advertising campaign warning parents of the risks of their teenage children consuming too much alcohol. Popular comedians Bill Bailey and Jo Brand are fronting the new advertising campaign which is sponsored by the Department for Children, Schools and Families. It urges parents to warn their teenage children about the dangers of drinking. Jo Brand says that she drank heavily during her teenage years and that this had put her in 'dangerous situations'.

Figures from the Department of Health show that each year 6,000 children under 15 end up in hospital as a result of drinking alcohol, with more than 20 million units of alcohol consumed each week by 11-17 year olds.

Research for the campaign has shown that parents remain key to young people's attitudes and their approach towards alcohol. Unfortunately most parents leave it too late to talk to their children and warn them of the dangers. The campaign aims to change this and will take a preventative approach with younger children who haven't started drinking. It also aims to show that younger people are far more vulnerable to risks including teenage pregnancy, accidents and poor academic results if they drink regularly.

Paul Harwood, Public Health Consultant with NHS Somerset, said, "The rapid rise of drinking amongst young people should alarm parents. Drinking has a harmful effect on a child's development and during their teenage years it is related to a wide range of health and social problems.

"Parents and carers have a central role in influencing a child's use of alcohol and should start by introducing rules and supervision and warning their children early on about the potential dangers."

Local and national public health advisors say drinking alcohol leaves people vulnerable. It is against the law for shops or pubs to sell alcohol to anyone under the age of 18.

The advice from the experts is to talk to your children about the dangers of alcohol. If your teenage son or daughter is likely to drink on a night out here are some sensible things you can ask them to do to help reduce the risk of danger;

• Plan their night out before they go including safe routes home.

• Avoid aggressive people and walk away from anyone looking for a fight

• Tell their parents and friends where they are going

• Have a number of a trusted licensed cab company with them and the cab fare.

• Keep close to at least one friend at all times and never leave any of your friends alone4.

Parents seeking advice and information should look out for the new television and radio advertisements, or visit the campaign website at www.itsnojoke.tv/.

A wide range of advice and information is also information available from: whyletdrinkdecide.direct.gov.uk/