The Association of Convenience Stores (ACS) has launched a new campaign to boost awareness of Challenge 25 to support colleagues in local shops selling age-restricted items.
The ACS has partnered with the Retail of Alcohol Standards Group (RASG) to provide a range of new materials such as posters, shelf edge labels and online assets to remind customers that they’re likely to be asked for proof of age if they look under 25, when they are purchasing age-restricted items such as alcohol and tobacco.
“Through this campaign, we’re working with retailers to highlight the importance of a robust Challenge 25 policy that empowers colleagues and is consistently applied for all age-restricted products,” ACS chief executive James Lowman said
“We know from our Crime Report that enforcing the law on age-restricted sales is one of the biggest triggers of abuse in stores, so it’s essential that we provide as much support to colleagues as possible by reducing the risk of confrontation.
“We can take steps toward this by boosting the understanding and application of Challenge25 among consumers and retailers alike.”
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The news comes after the Usdaw asked the government to raise awareness for the “Think 25” policy.
If a shop worker were to get a decision about the sale of an age-restricted product wrong, they could face criminal prosecution or disciplinary action from their employer.
The trade union has identified customer age verification as a key flashpoint for “abuse, threats and violence” against shopworkers.
“Age-restricted sales are a real minefield for our members. If they make a mistake and sell alcohol to a customer under 18 they could receive an £80 on the spot fine or be prosecuted and fined,” Usdaw General Secretary Paddy Lillis said.
“Asking for age identification can lead to abuse from frustrated and angry customers and a refusal of a sale can be a real flashpoint for abuse, threats or even violence. Many of our members feel they are damned if they ask for ID and damned if they don’t.
Lillis added: “Usdaw wants the government to run awareness campaigns about age-restricted sales and introduce a single and voluntary national entitlement card for young people that would show proof of age.
“We’d also like to see a change in the law to make it an offence for an underage person to attempt to buy any age-restricted product, not just alcohol, or for an adult to proxy purchase any age-restricted product.
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