AN ADVERTISING firm apologised after posting a plug for an off-licence on a phone box at the entrance to a Wirral school.
Local councillor Phil Gilchrist said he was horrified to see the advert – asking “Want cold beer now?”, complete with an image of a can of beer – outside South Wirral High School in Plymyard Avenue, Eastham.
Advertising firm JCDecaux UK Ltd agreed to remove the advert last week after Cllr Gilchrist complained.
In an apologetic e-mail the company’s business delivery director Philippa King said the siting of the poster was a mistake.
She said: “We subscribe to a policy of not advertising alcohol within a minimum of 100 metres from any school, a policy which we normally strictly adhere to.
“For reasons which I have yet to determine, this particular telephone box has not triggered an alert as to be within 100 metres of a school. This will be dealt with immediately.
“Please accept my apologies and thank you for bringing this to our attention.”
Cllr Gilchrist said: “The company responded very promptly to my complaint. It was very helpful that they accepted their responsibility and acted quickly.
“As a council Wirral has commissioned detailed reports to its scrutiny committees on the impact of excess drinking on health and its impact on young people.”
Catherine McCormack, headteacher at South Wirral High, said: “I am was pleased that JCDecaux UK Ltd immediately apologised and agreed to remove the poster advertising beer that same afternoon.
“This was an excellent response to concerns raised by parents, school and Cllr Gilchrist.”