THE drinks' industry has finally called "time" on the lack of regulations governing sales of alcoholic fruit drinks, or alcopops as they're more widely known.

This must be an especially heartening development for Bolton councillors who have long waged a battle on under-age drinking. A year ago, this town was among the first in the country to ban billboard adverts for the drink and Cllr Stuart Murray clashed with the Portman Group, the drinks' industry's own regulator, as a result.

At the time, Portman accused the Council of being struck by "a bit of political correctness." But now, the Portman Group is the one cracking the whip with brewers on the subject.

Bolton's stand has also been endorsed by a new report by Off Licence News which reveals that 68 per cent of under-18s said alcopops were their favourite alcoholic drink.

Concern about them hinges on the way the drinks target the young in packaging, promotion and availability.

Councillors are still urging vigilance on this important subject, and they are quite right. There is no point in reinforcing the dangers of drink, or drugs, when the former is marketed so publicly in the direction of the young.

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