Any PR guru worth their salt knows a story about children drinking has a strong chance of making some headlines. Churchill Insurance recently demonstrated this with a new survey reporting half of parents with children under 14 allow them to drink at home, making it into plenty of the nationals - BBC.
But why so much attention to issue? Interest in children and adolescent's drinking is likely to be driven by many factors, including perhaps the apparent complexity of the question 'is it OK to give my child alcohol?'. On the one hand, parents might recognise alcohol as a potentially dangerous drug, but may also say supervised drinking at home is safer and teaches 'responsible' alcohol use. The argument may sound logical, but is not exactly supported by the CMO's evidence.