challenge 25 policy - East Lindsey District Council

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on promotional material is “If you are lucky enough to appear under 21, you can expect to be asked to prove your age”. 3.2. Research has demonstrated that nationally a large percentage of 18-24 years olds are aware of the Challenge 21 scheme, demonstrating the success of the scheme amongst its key target group. Nationally pubs turn away many customers who, when challenged, are unable to provide acceptable proof of age. 3.3. The BBPA and its members have now circulated almost half a million Challenge 21 posters to British pubs. Hard copies of the Challenge 21 poster can be obtained from BBPA website (www.beerandpub.com) and other associated websites. East Lindsey District Council also has its own Challenge 21 poster and guidance literature, which is issued to licensed premises – copies of the East Lindsey literature is attached at Appendix B of this Report. 3.4. This Authority promotes and educates licensees in relation to Challenge 21 by: • Providing information and posters to all liquor licence applicants • Encouraging use of posters, etc, through the Enforcement Officers • The Licensing Committee, when appropriate, requiring Challenge 21 to be a condition of a premises licence. 3.5. According to government figures the Challenge 21 Scheme has been successful in reducing the number of under-18s gaining access to alcohol. Fewer pubs and off-licences are persistently selling alcohol to children thanks to strict penalties, tough enforcement and also efforts nationally by the industry. It is clear that the Challenge 21 policy has become established as standard practice across responsible areas of the industry. However the underlying figures indicate there is still room for further improvements to stop underage sales. 3.6. 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, would be asked to provide a form of ID such as a passport or a driving licence. 3.7. Challenge 25 has now been rolled out across the UK to other national supermarkets (Tesco Morrisons, Sainsburys, etc.), following in the footsteps of Asda who introduced Challenge 25 in an attempt to stamp out underage sales. 3.8. It is fair to say that nationally Challenge 25 is a policy championed by the off-trade and supermarkets rather than the on-licensed trade. The BBPA has indicated that in its opinion Challenge 21 remains the best policy for the on-trade. The BBPA go on to say that pubs and
supermarkets are very different trading environments and as such, a scheme that is right for one is not always right for the other. 3.9 The rationale behind the supermarkets’ decision to increase the age of challenge to 25 is that a number of young people can make themselves look 21 years old relatively easily, but it is a lot more difficult for them to look 25 years old. The aim therefore is that by raising the age of challenge to 25 years, more young people who try and purchase alcohol whilst under the legal age of 18 years old will be identified and refused. 3.10. The Licensing Team has undertaken informal consultation with Trading Standards, Lincolnshire Police and other interested parties on the subject of Challenge 25. The responses are detailed below. 3.11. Lincolnshire Trading Standards: Lincolnshire Trading Standards Service is now promoting the newly launched Challenge 25 initiative. However we feel the most important thing is that licensees have a suitable proof of age policy in place whether it be 21 or 25 and are using it appropriately. The Trading Standards Institute are also promoting Challenge 25 rather than Challenge 21 and have asked Trading Standards Services across the Country to promote the scheme to show continuity of advice and information provided to businesses. Any information sent out (i.e. general mail shots) or requested from our Business Support Team regarding proof of age is now Challenge 25. 3.12. Lincolnshire Police (The following comments were made by the Police Licensing Officer for the East Division): There have been Home Office speakers at the last two licensing seminars I've been to, who state that the current Home Office policy is to promote and support the challenge 25 scheme. The reason for this is that studies clearly show that younger members of staff find it increasingly difficult to determine their peers ages and frequently fall foul of Police and Trading Standards legislation, subsequently selling alcohol to under age children. Home Office figures have shown that by implementing a Challenge 25 scheme fewer sales have been made to minors. This can only be a good thing. The NHS also fully support the scheme as they provided figures showing a decrease in Accident and Emergency drink related submissions involving children when the Challenge 25 scheme was implemented in Manchester and other areas across the Country. The Police will support any scheme that reduces underage drinking and drink related crime and violence offences. Again the statistics show a decrease in this in areas where Challenge 25 is implemented. All the figures and studies I have referred to can be found on the Home Office web site. Attached is a link which shows that a substantial number of outlets now already implement Challenge 25. A number in ELDC have voluntarily adopted the Challenge 25 to override Challenge 21.
Page 1 and 2: EAST LINDSEY DISTRICT COUNCIL REPOR
Page 3: 2.0. BACKGROUND 2.1. The Council’
Page 7 and 8: The law is only breached if a sale
Page 9 and 10: 8.0. RISK ASSESSMENT 8.1. There is

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