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Challenge 25 is a retailing strategy that encourages anyone who is over 18 but looks under 25 to carry acceptable ID (a card bearing the PASS hologram, a photographic driving license or a passport) if they wish to buy alcohol.

Challenge 25 builds on the highly successful Challenge 21 campaign developed by the Retail of Alcohol Standards Group in 2005. Challenge 21 proved an effective tool to tackle underage purchase, and research has demonstrated that 90% of 18-24 years olds are aware of the Challenge 21 scheme.

However, with levels of sales to minors still not low enough and the personal consequences of illegal sales for the member of shop staff more severe, retailer employees requested a program which gives them a greater backing and a higher margin of error in challenging customers for proof of age.

Found 3 products
Challenge 25 A4 Poster
Challenge 25 A4 Poster
Challenge 25 Badges
Challenge 25 Pin Badge
No ID No SALE Retailer Pack
No ID No Sale Pack/Retail Toolkit
Found 3 products
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