BY FRANCES EARLAM

Ninety per cent of retailers in Wirral targeted in a two-month sting operation illegally sold alcohol to children.

The borough fared worst in the north west in the joint operation carried out by trading standards and police when ten of the 11 businesses tested were caught selling alcohol to underage youths.

Overall 35% of retailers tested in the region were caught selling alcohol to children with Wirral's Merseyside neighbour Sefton faring best in the table with just one retailer caught selling alcohol to children out of 22 attempted purchases.

Children aged 14-16 years old were recruited by trading standards officials to try to buy alcohol at off licenses and supermarkets wearing hidden surveillance cameras and devices

Wirral Council's cabinet member for community safety has now called for tougher action to be taken on both retailers who sell alcohol to children and the children's parents.

Cllr George Davies called the figures "appalling" and has hastily organised a meeting with representatives from Merseyside Police, Trading Standards and Alan Stennard, the council's director of community safety in a bid to boost the borough's action against sales of alcohol to children.

He said: "It is quite appalling to find that nine out of ten retailers were selling to under-aged drinkers.

"This is an indication of what Wirral is really like. I want to see these figures reversed. We have got to make a concerted effort to put us at the top of the table next time.

"On a Thursday, Friday and Saturday night we all see these youngsters of just 12 or 13 heading off to the places where they meet with plastic bags filled with alcohol.

"We need to speak to and fine the people who sell them the alcohol.

"The police can now confiscate the alcohol from the children and they can take them home to their parents and speak to them about their child drinking.

"I think 95% of parents are supportive, and 5% just don't give a damn where their children are and what they are doing. We have got to bring them to task and fine them too."

The operation was part of an enforcement campaign on alcohol misuse (AMEC) after research revealed that more than half of the region's 14-17 year olds illegally drink alcohol each week.

The survey found that 40% of underage drinkers claimed to buy their own alcohol. Head of the North West Trading Standards underage sales strategy group, Tony Allen, said: "The message is clearly not getting through to some retailers - you cannot sell alcohol to young people under 18.

"It is irresponsible and illegal, and we are determined to bring appropriate sanctions to bear on those traders who flout the law.

"Although this particular AMEC campaign may be winding down, our determination to crack down on illegal underage drinking is not.

"Because of the misery this offence causes right across our communities it will continue to be a priority issue for police and trading standards teams.

"We will continue to carry out test purchases to ensure the law is being obeyed."

The regional drug and alcohol strategy manager at Government Office for the North West, Matt Hennessey, said selling alcohol to underage drinkers would not be tolerated.

"This campaign will have been a real wake up call to hundreds of traders right across the North West and sent a clear message that those who have ignored the law on alcohol sales to young people - you will be caught and you will be prosecuted."