Challenge 21
Encyclopedia
Challenge 21 is a scheme in the United Kingdom
introduced by the British Beer and Pub Association
(BBPA) aimed at preventing young people gaining access to age restricted products including cigarettes and alcohol
. Under the scheme, customers attempting to buy age-restricted products are asked to prove their age if in the retailer's opinion they look under 21, even though the minimum age to buy alcohol and cigarettes in the UK is 18. The scheme was launched in 2005 in a JD Wetherspoon outlet in Biddulph
. The scheme has since been taken over by RASG (the Retail of Alcohol Standards Group).
According to government figures the scheme has been successful in reducing the number of under-18s gaining access to alcohol.
In May 2007, it was reported that Asda
stores in Scotland
were operating a Challenge 25 scheme, whereby anyone who appeared to be below the age of 25, seven years above the age required to buy alcohol in the UK, could be asked to provide a form of ID such as a passport
, driving licence or PASS
-accredited proof of age card.
As of 2011, all four giant supermarket chains (Asda, Tesco, Sainsbury's and Morrisons) along with Marks & Spencer and Bargain Booze apply Challenge 25 and are renowned for exceptional strictness in the matter of showing identification. Adults well over 25 shopping with a younger partner, child or friend have been refused service in some cases because it was thought that the alcohol was being bought for the possibly underage young person. Several stories have made the national news in which supermarket managers have trialled a policy of asking all alcohol purchasers for ID irrespective of apparent age, which has led to senior citizens as old as 86 being refused service.
Waitrose continues to apply Challenge 21, as do many independent off-licences; enforcement is less stringent in many of these establishments. Top end off liceces such as the food halls of Selfridges and Harvey Nichols, Spirited Wines, and the long established shops around Soho are not currently members of the RASG at all; it would be most unlikely such a shop would have its licence revoked, as they cater to a discerning clientele who are far less likely to be under age or proxy purchasers and are not associated with irresponsible drinking.
Some Tesco
stores have operated a Challenge 30 policy dismissing the criticism that it could have an adverse effect on sales.
In recent years pubs and supermarkets have come under increasing pressure from the government to prevent the sale of alcohol to under 18s. Currently the law comes down much heavier on those selling the alcohol than those illegally buying it. The police regularly send underage young people into pubs to try to purchase alcohol. Pubs, managers and staff members face fines for being caught. Repeat offenders face a risk of losing their licence. Pubs are responding by training their staff to ask people for proof of age if they can't immediately tell if a customer is old enough and as a way of encouraging vigilance are likely to sack staff members who get caught selling alcohol to underage people by the police.
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
introduced by the British Beer and Pub Association
British Beer and Pub Association
The British Beer and Pub Association is the drinks and hospitality industry's largest and most influential trade association representing 98% of UK brewing and the ownership of over half of the nation's 54,000 pubs.-History:...
(BBPA) aimed at preventing young people gaining access to age restricted products including cigarettes and alcohol
Alcohol
In chemistry, an alcohol is an organic compound in which the hydroxy functional group is bound to a carbon atom. In particular, this carbon center should be saturated, having single bonds to three other atoms....
. Under the scheme, customers attempting to buy age-restricted products are asked to prove their age if in the retailer's opinion they look under 21, even though the minimum age to buy alcohol and cigarettes in the UK is 18. The scheme was launched in 2005 in a JD Wetherspoon outlet in Biddulph
Biddulph
Biddulph is a town in Staffordshire, England, north of Stoke-on-Trent and south east of Congleton, Cheshire.-Origin of the name:Biddulph's name may come from Anglo-Saxon bī dylfe = "beside the pit or quarry"...
. The scheme has since been taken over by RASG (the Retail of Alcohol Standards Group).
According to government figures the scheme has been successful in reducing the number of under-18s gaining access to alcohol.
In May 2007, it was reported that Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...
stores in Scotland
Scotland
Scotland is a country that is part of the United Kingdom. Occupying the northern third of the island of Great Britain, it shares a border with England to the south and is bounded by the North Sea to the east, the Atlantic Ocean to the north and west, and the North Channel and Irish Sea to the...
were operating a Challenge 25 scheme, whereby anyone who appeared to be below the age of 25, seven years above the age required to buy alcohol in the UK, could be asked to provide a form of ID such as a passport
Passport
A passport is a document, issued by a national government, which certifies, for the purpose of international travel, the identity and nationality of its holder. The elements of identity are name, date of birth, sex, and place of birth....
, driving licence or PASS
PASS
PASS is a government-backed scheme in the UK that gives young people a valid and accepted form of proof of age identification...
-accredited proof of age card.
As of 2011, all four giant supermarket chains (Asda, Tesco, Sainsbury's and Morrisons) along with Marks & Spencer and Bargain Booze apply Challenge 25 and are renowned for exceptional strictness in the matter of showing identification. Adults well over 25 shopping with a younger partner, child or friend have been refused service in some cases because it was thought that the alcohol was being bought for the possibly underage young person. Several stories have made the national news in which supermarket managers have trialled a policy of asking all alcohol purchasers for ID irrespective of apparent age, which has led to senior citizens as old as 86 being refused service.
Waitrose continues to apply Challenge 21, as do many independent off-licences; enforcement is less stringent in many of these establishments. Top end off liceces such as the food halls of Selfridges and Harvey Nichols, Spirited Wines, and the long established shops around Soho are not currently members of the RASG at all; it would be most unlikely such a shop would have its licence revoked, as they cater to a discerning clientele who are far less likely to be under age or proxy purchasers and are not associated with irresponsible drinking.
Some Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...
stores have operated a Challenge 30 policy dismissing the criticism that it could have an adverse effect on sales.
In recent years pubs and supermarkets have come under increasing pressure from the government to prevent the sale of alcohol to under 18s. Currently the law comes down much heavier on those selling the alcohol than those illegally buying it. The police regularly send underage young people into pubs to try to purchase alcohol. Pubs, managers and staff members face fines for being caught. Repeat offenders face a risk of losing their licence. Pubs are responding by training their staff to ask people for proof of age if they can't immediately tell if a customer is old enough and as a way of encouraging vigilance are likely to sack staff members who get caught selling alcohol to underage people by the police.