Responsible Retailing
Challenge 25
SGF recommends that c-store retailers adopt the Challenge 25 policy in all cases when selling age related products.
Download the posters and signage here:
c25-legalposter-scot-purchase-sept2009
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.
However whilst some may be operating this in all stores straightaway others will be moving to Challenge 25 over a managed period. Companies signed up aim to have it in place in all stores by July 2009.
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.
• To deliver a consistent approach – since the introduction of Challenge 21 in 2005 a number of companies have revised their policy. This has undermined the impact of a common approach and the change aims to reassert the consistency of message to the customer.
• To refresh the messages – in 2005 the roll out of new signage that was the same everywhere had an impact. A refresh of signage could have a similar galvanising effect, showing retailers as taking a cautious and responsible attitude to underage alcohol sales and improving current best practice.
• Fears about customer backlash have not transpired – retailers running the scheme have already found that customers become used to carrying ID within a few weeks and have not experienced significant adverse reaction from customers.
What if you do not want your business to move to Challenge 25?
SGF believes strongly in a consistent industry approach and we recommend the adoption of a Challenge 25 policy. Those that choose to run this policy have the benefit of a collective voice and are part of an industry wide effort to communicate with young people.
Some companies may decide that this is not right for them. It is important that all stores have an effective and consistent policy in place. This could be Challenge 21 or 30, it could be a different policy altogether. This does not mean their policies are irresponsible.
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.
What are the penalties?
Challenge 25 is a voluntary scheme and only works if it is trained in, there are no penalties for non-compliance. However if you break the law and sell alcohol to an under 18 there are a range of penalties.
For further information contact Katie Mackie on 0131 343 3300 or k.mackie@scotgrocersfed.co.uk
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:
Scottish Grocers Federation