PRIMARY school children in the North East are more familiar with the Foster’s lager brand than popular biscuit, crisp and ice cream brands, according to new research.

A survey of 10 and 11-year-olds across the region revealed almost half (49 per cent) had tried alcohol - with children who used social media and watched television after the watershed more likely to have tried drinking.

Evidence shows that exposure to alcohol marketing leads young people to drink more, and to start drinking at an earlier age.

Campaigners are now calling for stricter alcohol marketing regulations to protect children and young people after the survey found high awareness of alcohol brands. The research also found children associated football teams and events with alcohol brands which sponsor them.

Balance, the North East Alcohol Office, joined forces with Alcohol Concern, Alcohol Focus Scotland, and Drink Wise to survey 10 and 11-year-olds.

Key findings in the North East were:

  • Brand recognition of Foster’s lager was particularly high (98 per cent), ranking above McVitie’s (85 per cent), McCoy’s (91per cent) and Ben & Jerry’s (84 per cent).
  • About four in five (79 per cent) recognised the Foster’s “Brad and Dan” TV advert.
  • Two thirds or more recognised Smirnoff (78 per cent) and WKD (67 per cent ) as alcohol brands.
  • Almost half (44 per cent) of children identified Carlsberg as sponsors of the England football team and more than half correctly linked Chang with Everton Football Club (54 per cent).
  • One in three children associated Heineken with the Champions’ League (33 per cent) and Budweiser as a World Cup sponsor (31 per cent).

Balance say the findings offer further evidence that the current codes are failing to prevent under 18s from absorbing alcohol marketing messages .

Colin Shevills, Director of Balance, said: “It’s no surprise that schoolchildren are so familiar with alcohol brands when the alcohol industry spends around £800m a year on marketing its products.

“Our young people are bombarded with this excessive marketing when they turn on the TV, go to the cinema, use social media and watch their favourite sports teams – it’s not right. Evidence shows that exposure to alcohol promotion in the UK normalises drinking for young people and encourages them to drink at younger ages and in greater quantities.

“We need to see stricter regulations to protect our children from this level of exposure to alcohol. The first step in a phased approach should see a ban on TV alcohol advertising before the 9pm watershed to reduce the number of children in the viewing audience.”