Challenge-25 example set by Asda

Asda is trialling a Challenge-25 scheme at 10 stores in Scotland and has called on its off-trade rivals to follow suit.

The supermarket giant already operates a Challenge-21 policy throughout its estate but its new move, expected to be rolled out on a national scale, could radically alter the character of the off-trade's approach to responsible retailing.

Asda decided to introduce the new scheme after a survey revealed that 23% of people believed a group of 16-year- olds to be aged over 21.

"A mistake in guessing someone's age could mean a hefty fine and a criminal record," retail director Andy Clarke told Off Licence News.

"Challenge-21 helped make asking for ID in our stores less taboo, but our research highlights the need to go one step further to protect colleagues.

"It's only when we act as a united industry that we can really make a difference to the impact of underage drinking.

"We are confident that all our customers lucky enough to look under 25 will understand this campaign's importance, just as they did when we launched Challenge-21.

"What we want to see, is a culture in the UK where ID isn't an issue. It's just responsible retailing."