People who buy alcohol for minors are being targeted in a new campaign being launched in Glasgow's East End.

A six-month pilot is being launched in the Parkhead area of the city, to coincide with the start of the school holidays, aimed at reducing the "accessibility and acceptability" of alcohol with a focus on off-sales.

Local people were used for the campaign branding, which includes a mother and the message: "Thanks for not buying my son alcohol" and a young boy who says: "I got home safe because you didn't buy me alcohol."

The Parkhead area was chosen after 82 per cent of people in the community responded to surveys saying alcohol was an issue in their area and 74 per cent were concerned about anti-social behaviour.

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More than a quarter said 'agent purchase' of alcohol for minors was a problem. Evidence shows young people often target vulnerable adults who have a drug or alcohol addiction or older siblings.

Anyone caught buying alcohol for a minor faces a fine of up to £5000 and a three-month jail sentence.

Unlike other campaigns, it is targeting all alcohol and not particular brands, which have been linked to a rise in anti-social behaviour.

It will include test purchases, increased police and CCTV patrols, training for shop owners and street work with the message, "It's 18 for a reason."

Two groups in the area - Urban Fox and the Parkhead Youth Project - have also been given a share of a £10,000 grant to run a new programme of evening and weekend activities.

After six months the results will be evaluated and the campaign may be rolled out to other parts of the city.

Craig Brady, Licensing Sergeant for Police Scotland said: "We've got two licensing sergeants and six police officers who deal with licensing. For a city this size it isn't that much.

"Around 63 per cent of crimes are alcohol related, it's a huge bit of work for us.

"Few crimes happen in pubs, it's in homes or in the streets. It's also about encouraging people to report incidents.

"More training for licensed premises to only take passports or driving licences as proof of age.

"I know some pub owners have started asking young people to shown them their Facebook page, when they show ID to make sure it's them.

"It's a good use of technology."

The campaign is a partnership between Police Scotland, NHS Greater Glasgow and Clyde, Glasgow Life and Community Safety Glasgow.

Fran Lundie, of Community Safety Glasgow, said: "We are already preparing ourselves for the holiday period when incidents will tend to increase.

"With the recent spell of good weather, I think we are all going to be very busy if it continues."