CAMPAIGNERS are calling for stricter rules on alcohol marketing after research showed 10 and 11-year-olds are more likely to recognise a beer brand than leading makes of confectionary.

A survey commissioned by alcohol campaign groups, including Alcohol Focus Scotland, showed 95 per cent of youngsters who took part recognised Foster's lager above McVitie's biscuits, McCoy's crisps and Ben & Jerry's ice cream.

In Scotland, almost half of the children polled correctly associated Carling with the national football team, while 56 per cent admitted to having tried alcohol at least once.

Alcohol Focus Scotland said the findings show the current regulations are inadequate, but Portman Group - the industry body which promotes responsible drinking in the UK - claimed the research was "weak" and "misleading".

Professor Gerard Hastings, founder of the Institute of Social Marketing at the University of Stirling and Alcohol Focus Scotland board member, said: "This research shows that alcohol marketing is clearly making an impression on our children.

"Existing evidence shows that exposure to alcohol marketing leads young people to start drinking at an earlier age and to drink more.

"As the Six Nations kicks off with Guinness as its 'official beer', thousands of children across the UK will once again see alcohol associated with a major sporting event."