Shops and pubs where staff sold alcohol to children in a sting operation were today being named and shamed by police.

For the first time, officers have made public the names of businesses in Leicester which broke the law – in some cases on several occasions – on underage sales.

The 11 businesses, chiefly in the Belgrave, Clarendon Park and Uppingham Road areas of Leicester, all agreed to sell alcohol to a 15-year-old child in a series of undercover visits in January.

The businesses have all be warned they could lose their licences if they fail further tests.

In most cases, the shop assistants or bar staff who agreed to make the sales were issued with £80 fines on the day.

Those who have failed more than one test now face the permanent or temporary loss of their alcohol licences.

Police and residents said the sale of alcohol to young people often fuelled anti-social behaviour in the streets around rogue traders.

Chief Inspector Andy Sharp said the overall failure rate was "incredibly disappointing".

He said: "Clearly, warnings and £80 fines for sales assistants caught selling alcohol to under-18s are not having an effect.

"The threat that the licence holder may lose their licence and therefore their livelihood also seems to be having little impact.

"We hope that publicly naming and shaming premises may finally get the message across to licence holders that we mean business."

The force also named businesses which passed the tests to recognise their responsible approach to selling alcohol, Mer Sharp said.

One of the businesses which fell foul of the sting said he had learned his lesson.

Ashok Odedra, owner of Kandy's News, in Uppingham Road, said he has since sacked the member of staff who served the young girl.

He said: "There's no excuse, but they came at a busy time and the young person looked older than she was.

"The member of staff did serve her, but we are taking steps now to make sure it doesn't happen again.

"I don't disagree with what the police are doing, but it can be difficult for shops sometimes."

Three bars and shops in the Melton Road area of Belgrave failed the test, while 10 others passed.

Maureen White, a Neighbourhood Watch co-ordinator in Belgrave, said youths – some as young as 10 – were drinking in public near her home last summer. She said: "It's good people know who sells alcohol to young people.

"But you can't tell me parents don't know when their children have been drinking.

"They have as much responsibility as the shops if we're going to stop young people developing problems with alcohol."

In total, since January, police in the city have carried out test purchases at 66 off-licences and bars. Of those, 22 sold to an underage youngster.

Anand Gandhi, manager of Bargain Booze, in Gipsy Lane, said: "We have a good record, but we got it wrong on that day.

"I've asked for identification from a 23-year-old man. He said, 'I'm here in my car – of course I'm over 18'.

"I said, 'I don't care if you come in a helicopter. If you don't have identification, I'm not serving you."

The 11 outlets

Victoria News and Booze, Howard Road, Clarendon Park; Talbot public house, Thurcaston Road, Mowmacre Hill; Bargain Booze, Gipsy Lane: Concept (Premier) Welford Road: Groby Road service station, Beaumont Leys: Why Not Bar, Melton Road: Tiranga bar, Melton Road: Bhupa News, Melton Road: Wyvern public house, Barkby Road, Rushey Mead: Lucky Superstore, Abbey Park Street, Belgrave: Kandy’s News, Uppingham Road.