A trade leader has backed a government scheme to get tough on underage drinking.
On Monday the government unveiled its Youth Action Plan which includes pubs being urged to ask anyone who looks under 21 for ID.
BII chief executive John McNamara said: "We welcome the focus that the announcement of this plan puts on increasing awareness of alcohol and the dangers of its misuse to young people and to their parents.
"Ultimately, any campaign of activity which encourages responsible drinking - among young people and the wider population - is a good thing."
Last year the BII launched a schools project to educate children on issues around alcohol and the benefits of a career in the hospitality industry.
McNamara added: "Over 100 schools are now involved in the BII Schools Project, over 500 pupils have taken the Certificate of Alcohol Awareness and we estimate around 20,000 young people are using the leaflets in a variety of different ways.
"Clearly, there is much work to be done in this area and we are continually evaluating the Schools Project to ensure it is effective and is achieving its objectives.
"We will be using our knowledge and understanding of the issues surrounding alcohol education to feed into the government's consultation process on these latest guidelines."