RETAIL GROUP LAUNCHES NEW SIGNAGE TO CRACK DOWN ON UNDERAGE SALES

6 December 2005

The Retail Alcohol Standards Group (RASG) with the support of the Home Office is today (6 December) launching new standard signage that will be rolled out immediately in stores across the UK.

The RASG was formed to ensure a coordinated and consistent approach to tackling the problem of underage sales. The group consists of senior representatives from all the major retailers, the British Retail Consortium (BRC) and the Wine and Spirits Trade Association (WSTA).

The new 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.

Launching the new signage today, were:

• Paul Goggins, Parliamentary Under-Secretary, Home Office
  
• Dr Kevin Hawkins, BRC Director General and spokesman for the RASG group
  
• Robert Humphreys, Chairman, PASS Board
  
• Barry Sutton Chairman, WSTA

Dr Kevin Hawkins, BRC Director General, on behalf of the Retail Alcohol Standards Group, commented:

“We are working to create a culture in which all young people expect to be challenged when they attempt to buy alcohol. They will not be served unless they produce an ID card bearing the PASS hologram, or a photographic driving license, or a passport.

“The first step towards creating this culture is effective communication with the target audience. This new signage, which we intend will be prominently displayed in all off-licensed shops and stores, will get the message across in a much more forceful and effective way.”

Home Office Minister, Paul Goggins, added:

"The fact that businesses operating in such a highly competitive market have joined together in this way demonstrates the firm commitment of the industry to reduce sales of alcohol to children.

"The signs will be highly visible in all major supermarkets and will be an important deterrent to those who would seek to purchase alcohol illegally.

"At our last meeting, the industry agreed to work towards the elimination of underage sales by the end of 2006. I believe the 'Challenge 21' approach supported by universal signage is an important part of this strategy and we will continue to support the industry in developing initiatives to promote responsible alcohol retailing."

Robert Humphreys, Chairman, PASS Board, said:

“The ‘No ID, No Sale’ message is very clear to both the retailer and the customer, but it is important that proof of age cards can be produced and accepted with confidence. This is why the BRC with support from the Home Office and other trade associations created PASS. Both retailers and the authorities should instantly know that any card carrying the PASS hologram can be trusted. The enforcement of ‘No ID, No Sale’, coupled with PASS is key to tackling underage drinking and its anti social side effects.”

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