Drinks industry group Stiva, which aims to encourage responsible alcohol use, has launched a major advertising campaign in an effort to crack down on teenage drinking.

Dutch teens are among the biggest consumers of alcohol in Europe. The radio ads, leaflets and website use the drinks industry’s new slogan ‘Alcohol under 16, not just yet’ which has been criticised for its mixed message. The slogan was launched in April and is already used in TV commercials for alcohol.
The food and drink retail lobby CBL says it supports the campaign. A spokeswoman says supermarkets already ask teenagers to prove their age when buying beer and wine. Supermarkets have been heavily criticised by anti-drink campaigners for lax controls. Some 74% of 15-year-olds who drink say they buy alcohol in a supermarket.