Commenting on a new report from the International Alliance for Responsible Drinking which shows that underage drinking has declined in over two-thirds of the 63 countries where national data is available, most notably the UK, Chief Executive of the Portman Group, John Timothy said:

“This is really welcome and encouraging news. Underage drinking continues to decline across the UK, hitting record lows, with children today significantly less likely to drink alcohol or think that getting drunk is okay than in previous generations.

“Drinks producers and retailers have put a huge amount of effort into tackling underage drinking through robust ID schemes, support for local partnership initiatives and effective industry self-regulation of alcohol marketing. We are now seeing the positive impact of these measures.”