Parents significantly overestimate the extent and frequency of underage drinking, according to poll results released today. On average, parents believe more than a third of 11-15 year olds drink alcohol at least once a week, with the actual figure being far lower at 5%. Government data shows a continuous downward trend in the number of young people trying and regularly drinking alcohol.
The findings are the result of a ComRes survey, commissioned by AB InBev UK, which also found that on average, parents think 57% of 11-15 year olds have tried alcohol. The actual figure is 39% – but 7 in 10 parents thought it was higher. Similarly, 59% of parents overestimated how many 11-15 year olds think it is okay to get drunk.
Need to continue educating parents
Despite the fact underage drinking is in decline, today’s poll reveals 70% of parents believe it has increased compared to five years ago. This gap between parents’ perceptions of underage drinking and the reality demonstrates the need to continue educating parents to help them talk to their children about responsible drinking.
The poll was commissioned by AB InBev UK to coincide with the company’s annual Global Be(er) Responsible Day, a celebration dedicated to promoting the importance of responsible drinking among consumers, employees, and customers.
AB InBev Partnership with Alcohol Education Trust
AB InBev UK is committed to promoting responsible drinking and supporting alcohol education. The company launched a three year partnership with the Alcohol Education Trust in 2013 with support focused on helping parents talk to their children about responsible drinking.
Today, this support has enabled the Alcohol Education Trust (see picture at top) to announce the appointment of a new parent training co-ordinator in the North West of England whose role is to provide expert advice directly to parents in schools. This appointment builds on the success of the Alcohol Education Trust’s existing coordinator in the North East.
AB InBev UK’s Family Talk Facebook page also offers mums and dads a place to share their experience and advice on talking with their children about alcohol.
Parent training co-ordinators
Helena Conibear, Director, Alcohol Education Trust said: “These findings reveal the perception gap between parents’ views of children’s drinking and the reality. This emphasises the importance of education initiatives in ensuring parents, as the key suppliers of alcohol to those under the age of 18, are aware that drinking, particularly under the age of 15 is not the norm.
“Our parent training coordinators help parents discuss alcohol issues with their children, and we are thrilled to be extending this work with the appointment of a new co-ordinator to support our work in the North West where alcohol related harms are high.”
Focus on supporting parents
Commenting on the findings, Inge Plochaet, President, AB InBev UK & Ireland said:“Today’s poll highlights the gulf between parents’ perceptions of young people and how they actually behave towards alcohol. That’s why it’s so important that parents are given all the help they need to talk to their children about responsible drinking. This is a priority for AB InBev UK, and we are proud of the focus we place on supporting parents to have those conversations through our Family Talk programme and our partnership with the Alcohol Education Trust.”
About Anheuser-Busch InBev
Anheuser-Busch InBev is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and the portfolio of well over 200 beer brands continues to forge strong connections with consumers.
This includes global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Victoria®, Modelo Especial®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, and Jupiler®.
For more information about Anheuser-Busch InBev click here
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About ComRes
ComRes is a leading market and opinion research consultancy providing data–driven insight into corporate reputation, public policy and communications. ComRes is a founding member of the British Polling Council, and published pollster for the BBC, ITV News, CNN and The Independent. Its coverage includes public and elite audiences across all sectors in all global markets.
For more information about ComRes click here
About the Alcohol Education Trust
The vision of the Alcohol Education Trust is for young people to enter adulthood with a healthy relationship to alcohol by equipping them with the knowledge and skills to make responsible and informed choices. Its goals are to raise the age of onset of youth drinking, to reduce drinking to drunkenness and its associated harms and hence to reduce the amount of alcohol related illnesses and harm in adulthood.
The mission of the Alcohol Education Trust is to ensure that teachers, parents and secondary school pupils are supported directly via schools with evaluated alcohol education resources. The interactive talkaboutalcohol programme has tailored approaches for different age groups, abilities, experience and learning needs.
For more information the Alcohol Education Trust click here
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