COUNCILLORS are urging the Government to impose a 9pm watershed on TV alcohol advertising to protect young people.

Cheshire East Council's cabinet voted to write to ministers on the matter during a meeting on Tuesday, while restating its call for a minimum-pricing strategy to be introduced in the area.

Cllr Liz Wardlaw, CEC cabinet member for health, said: "We need to protect people – especially our children and young people – from being bombarded with images of alcohol consumption and from easy access to cheap drink promoted by stores.

"It is clear that self-regulation by the drinks industry is not working and we need government intervention to protect our children from harmful exposure to alcohol marketing.

"We know this advertising contains content and messages that appeal to children and that, due to exposure to this, children drink more and start drinking at an earlier age."

CEC claims that alcohol misuse is one of the leading causes of ill health in communities, and that it costs its public services more than £136 million a year.