Off-trade launches Challenge-25
A scheme has been launched to roll-out the Challenge 25 age-check policy across the off-trade.
The Retail Action Standards Group (RASG), which represents major supermarkets, off-licences and convenience stores, has produced new Challenge 25 signage and will encourage members to consider the policy.
Some off-trade retailers, notably Asda, already operate Challenge 25. However, the British Beer & Pub Association said Challenge 21 is "the best and most appropriate scheme for pubs".
BBPA research shows Challenge 21 is the scheme most widely recognised and understood by pub customers, said a spokesman.
"Pubs and supermarkets are very different trading environments. What works in one doesn't always work in another," he added.
Simon O'Brien, Association of Chief Police Officers' lead on licensing, welcomed the "industry leading" move by RASG and sounded a warning to venues that serve under-18s.
"ACPO believes that this is a sign of determination from those involved in the sale of alcohol to work towards the common goals of safe and sensible alcohol consumption.
"There has been some very good work with the industry to reduce sales of alcohol to young people and we are just now in the middle of an ongoing campaign, backed by the Home Office, to ensure we are enforcing legislation in this area and concentration will be on those traders that cannot get their houses in order.
"It is also interesting that senior figures from the on and off sales part of the industry have been pre-briefed on the latest campaign and have given it their full and practical support.
"Proxy sales for young people are a real issue and we remind all customers buying alcohol in those types of circumstances does no favours to young people and if you purchase alcohol for their consumption you can get yourself into trouble by taking such irresponsible action."
RASG chairman Nick Grant said: "Retailers have done much to reduce levels of underage purchase but we've never been complacent and it's time to go a stage further.
"Feedback from frontline staff suggests they want the freedom to challenge more widely to ensure young people are not breaking the law, either attempting to purchase alcohol for themselves or for others who are under 18. Challenge 25 makes this a reality and raises the bar."
