Business information

Challenge 21!

Challenge 21 is an initiative to reduce the instances of age restricted products being sold to underage people.

Hertfordshire Trading Standards are encouraging retailers to refuse to sell age restricted products to anyone who appears to be 21 or under and does not have an acceptable form of photo identification.

The Retail Alcohol Standards Group (RASG) with the support of the Home Office has produced standard signage that is available to all retailers selling age restricted products.

The signage, including posters, shelf signs and staff badges, all reinforce the ‘Challenge 21' principle, where if you appear 21 or under you will have to show ID to be sold alcohol. All the major retailers will have the same signs, to demonstrate their joint agreement to tackle this issue and raise the culture of ‘Challenge 21' with all customers.

Independent retailers who would like to display a copy of the signage in their stores can call the No ID No Sale hotline on 0870 240 1221 or download a copy from the PASS website.

Other useful steps

Make sure you have identified any age-restricted products that your business may sell, and are clear about the appropriate age limits.

Ensure new and existing staff are properly trained, and that all staff are regularly reminded about the law. Keep records of any training.

Keep a record when staff refuse sales to under age persons, e.g. in a diary or refusals book, and monitor its usage to ensure all sales staff are being vigilant. Refusals registers can also be obtained from the No ID No Sale hotline on 0870 240 1221.

Display notices / posters around the tills / product displays to publicise your challenge 21 policy and types of identification which are acceptable. This may deter potential purchasers and act as a reminder to staff.

If you possess an EPOS system, it may be possible to set up your till system to remind sales staff to check customers when an age-restricted product is scanned. Alternatively, stickers can be used over certain product bar codes.

Consider moving displays of age-restricted products nearer the counter, or even behind it, to minimise the risk of theft and to deter youngsters.

If you require any further advice please contact Hertfordshire Trading Standards on 01727 813849.