Reference

Challenge 21
25.11.2009

For nearly three years, the British Beer & Pub Association’s Challenge 21 scheme has been raising awareness among publicans and their staff of the need to be vigilant in preventing underage sales. The scheme serves as a reminder to customers that it is against the law to purchase alcohol if you are under 18, or to purchase alcohol on behalf of someone who is under 18. If you are lucky enough to appear under 21, you can expect to be asked to prove your age.

Research has demonstrated that 90% of 18-24 years olds are aware of the Challenge 21 scheme, demonstrating the success of the scheme amongst its key target group. Pubs turn away over one million customers each month who, when challenged, are unable to provide acceptable proof of age - clearly indicating the trade is making a huge effort to enforce the law and prevent underage sales.

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 (free to members) or downloaded below.