How to establish an age verification policy

What is an Age Verification Policy and Why Do I Need One?

If you sell age-restricted products like alcohol, tobacco, vaping products, or lottery tickets, you are legally required to have a formal, written age verification policy. The most common and highly recommended policy in the UK is 'Challenge 25'. This simply means that if a customer looks like they could be under 25, you must ask them to prove they are over 18 by showing valid photo ID. Putting this policy in place is one of the most important steps you can take to trade legally and responsibly.

Failing to prevent underage sales can lead to severe penalties, including hefty fines, the suspension or loss of your licence to sell alcohol, and even prosecution. A written policy isn't just a document; it's your primary defence. It shows authorities like the Police and Trading Standards that you have taken reasonable steps to prevent crime and protect young people, an approach known as 'due diligence'.

Understanding the 'Challenge 25' Rule

The 'Challenge 25' rule is straightforward but must be applied consistently by you and all your staff. The principle is to create a wide margin of error to make it harder for underage customers to slip through the net.

When a customer attempts to buy an age-restricted item, staff must make a judgement. If they believe the person looks under 25, they must ask for proof of age. The only acceptable forms of identification are:

• A passport
• A photocard driving licence (provisional or full)
• A proof of age card bearing the PASS (Proof of Age Standards Scheme) hologram

You should not accept other forms of ID like birth certificates, student cards, or bank cards, as they are not secure and can be easily faked.

How to Write Your Policy Document

Your written policy doesn't need to be long or complicated, but it must be clear and unambiguous. It should be a document that you can give to a new member of staff to read and understand immediately. Here’s a simple structure to follow:

1. State the Aim: Start with a clear statement, such as: "This business is committed to upholding the law and preventing the sale of age-restricted products to underage persons."
2. Define the Policy: Clearly state: "We operate a 'Challenge 25' policy. All staff must ask for proof of age from any customer who appears to be under the age of 25."
3. List Acceptable ID: Specify exactly which forms of ID you will accept, as listed above. It's also wise to state which ones you will not accept.
4. Outline the Refusal Procedure: Explain what staff must do if a customer cannot produce valid ID. The only course of action is to refuse the sale politely but firmly.
5. Commit to Training: Include a line stating that all staff will receive full training on the policy before they are authorised to sell age-restricted products.

Putting Your Policy into Action

A policy document is only effective if it's actively used. To bring it to life, you must:

• Train Your Team: Every member of staff, including yourself, must read, understand, and sign the policy. Run through different scenarios, such as how to deal with a customer who becomes confrontational.
• Display Clear Signage: You must display statutory notices, but it's also best practice to have official 'Challenge 25' posters and signs clearly visible at the entrance and near the tills. This informs customers of your policy before they even get to the counter.
• Record All Refusals: Keeping a logbook of every time you refuse a sale is a critical part of proving your due diligence.

Empower your staff to say no. It is crucial that you always back your team's decision when they refuse a sale, even if it leads to a complaint. This creates a confident team and a responsible business that the authorities will look upon favourably.