What is Challenge 25?


Challenge 25 is a nationwide campaign that aims to promote responsible drinking and prevent the sale of alcohol to those who are under 18 years old or appear to be under the age of 25. This initiative encourages both retailers and consumers to play an active role in creating a safer drinking environment for everyone.


The Need for Challenge 25


Underage drinking poses significant risks to young individuals, including physical and mental health problems, impaired judgment, accidents, and even long-term consequences.


Challenge 25 seeks to address this issue by raising awareness among retailers and the general public, emphasizing the importance of verifying age before selling alcohol.


How Does Challenge 25 Work?


Challenge 25 is a simple and effective strategy that puts the responsibility on both retailers and customers. The key principle is to challenge anyone who appears to be under the age of 25 and request valid identification to prove their age before selling them alcohol.


For Retailers:

Staff Training: Employers and staff members receive training on Challenge 25 guidelines, understanding legal obligations, and recognizing valid forms of identification.


Age Verification:


Retailers are encouraged to ask for identification from any customer who appears to be under 25, even if they believe the customer is of legal age. Acceptable forms of ID include passports, driver’s licenses, and PASS cards (UK national proof of age accreditation scheme).


Prominent Signage:


Displaying Challenge 25 signage throughout the store reminds customers and staff about the campaign and encourages responsible drinking.


Responsible Promotion:


Retailers are encouraged to promote alcohol responsibly, avoiding tactics that may target young people or encourage excessive consumption.


For Consumers:

Carry Valid Identification:

If you are 25 years old or under, always carry valid identification such as a passport or driver’s license when visiting places where alcohol is sold.


Be Prepared to Show ID:

If asked by a retailer to prove your age, show your identification without hesitation. Remember, it’s for your safety and the responsible consumption of alcohol.


Support Responsible Outlets:


Choose establishments that actively participate in Challenge 25 and demonstrate a commitment to responsible alcohol sales.


Benefits of Challenge 25

Preventing Underage Sales:

Challenge 25 helps reduce the chances of alcohol falling into the wrong hands by creating a strict age verification process.


Raising Awareness:

The campaign generates public awareness about the potential risks of underage drinking and the importance of responsible alcohol consumption.


Changing Attitudes:

Challenge 25 fosters a culture of responsible drinking, encouraging both retailers and consumers to take an active role in creating a safer environment.


Get Involved

You can support Challenge 25 by spreading the word about responsible drinking and promoting age verification practices. Share information about the campaign on social media, participate in local awareness events, and encourage retailers in your area to adopt Challenge 25 policies.


Together, we can make a difference in promoting responsible drinking habits and protecting young people from the harms associated with underage alcohol consumption.