A4. Tackling Under-Age Alcohol Sales: Ambition

What this pledge sets out to achieve, and why this is important

This pledge will help to reduce the number of under-age purchases of alcohol in both on- and off-trade environments.

This pledge commits alcohol retailers (in both the on and off-trade) to promote and encourage the use of the Challenge 21 and Challenge 25 schemes when selling alcohol.

It is generally illegal for under 18s to purchase alcohol[1]. However, surveys show that up to 18 per cent of children aged 11-16 have purchased alcohol directly from a store or bar.

It is a legal requirement for businesses to have an age verification scheme in place. These schemes require on and off-trade staff to ask for an agreed form of identification before selling alcohol, to reduce the number of illegal purchases by under-18s.

[1] Children aged 16-17 can purchase alcohol with a table meal in a licensed premises as long as it is consumed in an area specifically set aside for meals and they are accompanied by someone over the age of 18.

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