11-year-olds are turning to drink

County councillors heard the accusation as they discussed the impact of alcohol on young people.

And increased taxes as a way of reducing alcohol consumption were firmly ruled out by West Sussex county councillors.

Members of the county public protection select committee declared education was the key to curbing problems of alcohol misuse, starting at the earliest possible age.

They supported a proposed new alcohol harm reduction strategy for the county, whose aims for young people include:

Educating them and their parents and carers to promote safe, social drinking.

Tackling risky drinking behaviour through more detailed and targeted alcohol education.

Providing treatment and support to the 'relatively small number' already drinking at hazardous levels.

The select committee called for pressure to indicate the number of alcohol units on bottle labels, with particular concern expressed about alcopops.

Cllr Clive Roberts said he feared drinking was starting to be demonised so the government could start to replace tax lost as a result of a reduction in smoking.

"I believe this is a precursor to increasing excise duty on alcohol," he declared.

Cllr James Walsh said he shared concerns about any moves towards higher taxation, because there was little international evidence

that greater cost decreased alcohol consumption.

Tax on alcohol on the Continent was generally extremely low compared with the UK, but there was very little public drunkenness.

The best way forward was long-term education, beginning in schools.

"We should be concerned about five- and ten-year-olds," he added.

Cllr Margaret Collins said a culture change was needed '“ young people regarded drinking as macho, and alcohol was now much easier for them to buy.

"There are youngsters in primary schools '“ under-11s '“ who are drinking," she added.

Cllr Francis Oppler said he saw nothing wrong in young teenagers having a glass of wine in a family context, because this demystified the 'magic of alcohol'.

It would be a damaging message to say parents should never give children alcohol.

Cllr Mike Hall said a long-term, sustained investment was needed for a campaign.

A national limit should be imposed on the amount of alcohol in

alcopops, because of the 'frightening' alcohol content.

Cabinet member for public protection Cllr Peter Evans called for more information about alcohol content, indicating the number of units, on bottles.

He said the binge-drinking culture was the real problem, and this needed to be targeted.

Alcohol misuse involved many issues, including health and domestic violence, and these aspects should be tackled.

"This is about working in partnership, and about education," he declared.

Head of trading standards Tony Toynton said: "This is a call for concerted action, to which this strategy will give a tremendous lead."