Growing alcohol abuse amongst youngsters can only be tackled with the help of retailers, Guernsey's director of public health has said.
Dr Stephen Bridgman wants retailers to work with the alcohol strategy group to change attitudes and buying habits.
He said the problem was deep rooted and the only solution may be a significant increase in the price of alcohol.
He said: "I'm concerned people underestimate the harmful effects of alcohol."
Mr Bridgman said it was important retailers as well as parents lived up to their responsibilities.