Responsible Retailing – Challenge 25
From the 1st October 2011, in order to comply with the Alcohol etc (Scotland) Act 2010, licensees will be required to operate a Challenge 25 policy. This applies to both the off and on trade.
Download the posters and signage here:
What is Challenge 25?
It is a staff training and customer information policy. All staff are trained to decide whether they think the person wanting to buy alcohol is older or younger than 25. If they look younger than 25 they are asked to prove their age using some form of approved identification.
If the customer can prove with ID that they are over 18 then the staff member can serve them, if they can’t they won’t.
The policy also requires clear communication to the customer that this is the policy in place. This is important so as not to surprise the customer with an ID request and to deter those under age trying to deceive the retailer.
SGF recommends that retailers only accept one of the three standard proof of age documents: passport, driving licence and a proof of age card with the PASS hologram.
Challenge 25 builds on the success of the Challenge 21 initiative.
Who else is operating Challenge 25? Challenge 25 is operated by many of the large supermarkets, multiple chains and symbol groups as well as independent stores.
Why are we moving to challenge 25?
Because it works – companies that have already made the change show that it makes a difference to their performance in preventing underage sales.
Licensees in Scotland, both in the off and on trade, will be legally required to operate a Challenge 25 policy from the 1st October 2011.
How should I prepare my customers for the introduction of the policy?
SGF recommends that you place posters and POS material in store as soon as possible to inform customers that the change is taking place. Staff could also inform customers when they are making an age restricted purchases of the upcoming new policy.
Ensure you have application forms for proof of age cards available in the store. SGF recommends Young Scot.
How should I train my staff?
The key to this policy being successful and preventing underage sales is to train all your staff members to follow the policy at all times. Remember ! Schedule 3 of the Licensing (Scotland) Act 2005 requires all staff selling alcohol, including part-time and casual staff, to have completed a minimum two hours training:
- Ensure that you train all staff who will be handling alcohol
- Train new staff in the policy before they are allowed on the till
- Keep a training log and ensure each staff member signs the log when they have completed the training
- Use regular refresher training to ensure staff retain the details of the policy
The main reason a policy would fail is if staff do not take on the message about challenging older customers. This has to be consistent and permanent.
How will I know if the new policy is being implemented successfully?
You should do the following regularly:
- Check your Refusal Log
- Refresh training regularly
- Ask your local Trading Standards to inform you of passed test purchases
Why should I display the proxy purchase poster?
Proxy purchase of alcohol (an adult buying alcohol on behalf of an under 18) is a criminal offence. Young people and adults need to be made aware that an offence is being committed if a proxy purchase takes place.
For further information contact John Drummond on 0131 343 3300 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it. .
SGF advises its members to only accept three forms of proof of age: driving licence, passport and proof of age card with a PASS hologram. For information on Young Scot please visit the link below: