Pernod Ricard UK is challenging parents to be accountable for their kids' underage boozing in the latest phase of its responsible drinking campaign.

Print ads highlighing the excuses commonly used by parents to justify underage drinking among their children started to appear in the press last week.

The initiative was described as an indirect way to target youngsters, who are most at risk from binge-drinking. "Parents need to be aware they have a critical role to play," said Pernod Ricard CEO Jean-Manuel Spriet.