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New BBPA ‘Challenge 21’ proof-of-age poster – 20,000 posters distributed with Sky Preview magazine


The British Beer & Pub Association has teamed up with Sky’s Preview magazine this month, distributing 20,000 of its new Challenge 21 posters to licensees who receive Sky Sports in pubs. The BBPA has recently updated its iconic ‘Challenge 21’ poster to include military ID as an acceptable form of proof-of-age, with the new poster launched with Andrew Robathan, Minister of State for the Armed Forces, on Armed Forced Day in June.

The change follows revised guidance issued by the Home office in July 2012, which the BBPA supported, to help ensure that that door supervisors and licensees know how to recognise the different types of military ID and can therefore accept it on the door, or when buying a drink.

The BBPA’s ‘Challenge 21’ campaign tackles underage sales, by making it clear that if you look under 21, you will be asked to provide ID to prove you are over 18 if you attempt to buy a drink. The BBPA’s Challenge 21 poster has become a common sight in pubs, with the association having distributed around 300,000 posters to pubs in the past seven years.

Brigid Simmonds, BBPA Chief Executive, adds:

“It’s great to see a boost for our new poster and guidance, which should boost recognition for military ID. It has got to be right that the ID of our service personnel should be acceptable as proof-of-age under Challenge 21.”

Notes to editors:

The British Beer & Pub Association is the UK’s leading organisation representing the brewing and pub sector. Its members account for 96 per cent of the beer brewed in the UK and around half of Britain’s 50,000 pubs.

New BBPA Challenge 21 posters are available to download for free on the BBPA website here.

Copies are available for free to BBPA members. To order please visit the BBPA shop.

Approved ID listed on the posters are:
• Card bearing PASS hologram
• UK military ID
• Passport
• Driving licence

Home Office guidance on use of military ID is available here. The guidance was issued in July 2012.


Corporate Social Responsibility, Pubs, Licensing , Regulation, Alcohol policy

For further information contact:

Neil Williams
Head of Media
Tel: 020 7627 9156 / 07974 249 779

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