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A4. Tackling Under-Age Alcohol Sales
1 January, 2013
Submitted: 30 April, 2015
Please describe your work to reduce and prevent under-age sales of alcohol, over the last year (2000 characters limit):
The WSTA continues to administer Challenge 25 , which is the benchmark for all national proof of age schemes, through its management of the Retail of Alcohol Standards Group. This includes maintaining and making available all Challenge 25 signage free on our website, supporting our members and the wider industry in adopting and managing the scheme, responding to consumer complaints regarding the implementation of the scheme, working with key partners such as the Proof of Age Standards Scheme and promoting the scheme through the media and WSTA publications.
In 2014 the WSTA conducted a research report into the impact and effectiveness of Challenge 25 in order to help increase the evidence base and to promote the scheme more widely. This included conducting polling, focus groups, surveys and desktop research. The report found:
1. It is estimated that 850,000 people are trained in the application of Challenge 25 each year;
2. Around 11m people have been challenged through Challenge 25 and similar schemes;
3. 67% of the public, including 86% of 18-24 year olds, are aware of Challenge 25;
4. 79% either strongly support (51%) or tend to support (29%) retailers adopting Challenge 25;
5. 65% of shop workers have been subjected to verbal abuse as a result of asking for ID;
6. Two retailers reported that 25% of their licences contain a condition to run Challenge 25;
7. Analysis shows off trade test purchasing pass rate was 79% compared to 69% for on trade;
8. Only 4% of under-age consumers would attempt to obtain alcohol from a large supermarket main till compared to the 74% that would attempt to obtain alcohol from their parents;
9. Young people drinking in the last week has fallen 8% since Challenge 25’s introduction;
10. Since Challenge 21 was introduced consumption by 16-24 year olds has dropped by 24%.
This was publicised and shared with key stakeholders and is available here: www.wsta.co.uk/images/Committees/RASG/2013workstreams/Challenge25Report2014.pdf
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