PARENTS will be targeted in a major new alcohol awareness campaign to tackle under-age drinking.

Southampton City Council and the police have teamed up in a bid to reduce under-age alcohol sales and consumption in the city. They will focus on parents, guardians, other adults and licensees.

A series of radio advertisements will be aired over the next two weeks and 10,000 leaflets, an example of which is shown left, are being distributed asking: "What sort of person buys alcohol for a child?"

It reminds adults they should not buy alcohol on behalf of, or for young people. It could result in a prosecution and fine of up to £5,000.

The initiative comes as the Daily Echo's own Keep Kids Sober campaign is encouraging adults and parents - as the main source of alcohol for younger children - to take a more active and responsible role in teaching kids about the consequences of alcohol and to think before supplying them with drink.

Police and council city patrols are already carrying out operations targeting children and young people buying and consuming alcohol.

They're also confiscating alcohol from crowds of young people causing problems or upsetting local residents. Chief Insp Andrew Bottomley from Bitterne police station said often "the alcohol has been provided by older siblings or parents or solicited from passers-by."

He said: "However, what needs to be remembered is that this is not purely a police matter. Parents have a big responsibility in tackling these problems and this campaign aims to remind them of those responsibilities."

The city council's trading standards team will be giving advice to licensees on how to prevent under-age sales and reminding them that they will be prosecuted if caught.

Roger Honey, city council community safety manager, said: "We want to remind adults that they have a big part to play in keeping young people alcohol-free and would urge people who see anyone buying alcohol for under-age drinkers or young people drinking to report it."