Pernod Ricard UK (PRUK) has launched a national advertising campaign encouraging parents to better educate their children about alcohol.
The campaign will be advertised in a number of national papers, Facebook, Yahoo, Schools Net and ivillage in support of PRUK's Accept Responsibility campaign.
It will also warn against binge-drinking and drink-driving.
The ad will feature common excuses used by parents such as "We drank when we were that young and we turned out OK".
A recent NHS survey found that 20% of 11 to 15-year-olds and 41% 15-year-olds admitted they had drunk alcohol in the last week.
"Through this campaign, we are encouraging parents to accept responsibility regarding educating their children on alcohol," said CEO Jean-Manuel Spriet.
"We believe their efforts can make a real difference in tackling this important issue — a good place to seek advice on this matter is the Department for Children, Schools and Families' (DCSF) website."
In a DCSF campaign in January it was stated that 75% of 11 to 15-year-olds said they would prefer to get information about alcohol from their parents.