The Association of Licensed Multiple Retailers (ALMR) has welcomed the Government's decision to focus on tackling underage drinkers.
The trade group was responding to Sir Liam Donaldson, England's chief medical officer, who has advised parents that children aged under 15 should never be given alcohol, even in small quantities.
Nick Bish, ALMR chief executive, said: "We support the chief medical officer's message that childhood should be alcohol free and we know that.
"Britain's landlords work hard to uphold this. Our members' outlets take a strict no ID, no sale approach which means that it is not only the purchase of alcohol is monitored, but the consumption too," he added.
"The focus needs to be on those places where children can obtain alcohol at pocket money prices and then consume it away from adult supervision."
Bish said the industry's voluntary ‘Challenge 21' scheme has been a success, pointing to Government research that revealed the proportion of 11-15 years olds who drank in the last week has fallen by over a quarter over the past ten years.
Of those drinking, 66% were given alcohol by parents or relatives and only 4% said that they had tried to buy from a pub, the research said.
"The industry's scheme strikes the right balance between tackling concerns about underage drinking whilst recognising that over 18s have the right to enjoy alcohol responsibly," Bish said.
By Daniel Thomas
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