Solution to an age-old problem
As part of our Responsible Drinks Retailing initiative we will be providing tips and advice on best practice to improve standards in pubs. This week JO DE MILLE gets the lowdown on a proof-of-age card scheme that benefits both licensees and customers
What is PASS?
PASS is the national Proof of Age Standards Scheme, which has been developed over the last three years to protect retailers and their employees against prosecution resulting from fake IDs. It differs from other proof-of-age schemes in that it includes a forge-proof PASS hologram.
When was it launched?
The scheme was launched in early 2003. Two years on, all the five major UK proof-of-age card issuers, as well as eight local schemes, are PASS accredited. Issuers are given an annual review to check they are complying with the rules before they can continue producing their own cards with the PASS logo. The hologram is therefore a hallmark to indicate that the issuer has passed stringent audits carried out by trading standards officers and that the card is reliable.
Well in excess of a million young people now hold proof-of-age cards bearing the PASS hologram.
Who is the scheme backed by?
The initiative is backed by all the main trade groups, including the British Beer & Pub Association, British Entertainment & Dance Association and the BII. The project is also supported by the Home Office, the Association of Chief Police Officers and the Trading Standards Institute.
What are the benefits of the scheme for licensees?
The scheme was initially launched because fake proof-of-age cards were becoming a widespread national problem and licensees who unwittingly served under-age drinkers still risked losing their licences.
With such a large number of proof-of-age card issuers, there was also confusion among licensees over which cards were genuine. Having one nationally-recognised card simplifies the problem and also protects against forged identities with its PASS hologram.
When a young person shows a card with the hologram, the licensee simply needs to check the photo and the date of birth before serving that customer.
Why would customers want to carry one?
It can be extremely frustrating for a young person who has a genuine proof-of-age card to be refused a drink that he or she is legally entitled to, because their card is not recognised. For instance a card issued in their home county might be unfamiliar in other parts of the country and thus rejected. The PASS hologram provides a solution to this.
Equally, carrying an important document such as a passport or driving licence just to enjoy a night out is risky. While a proof-of-age card going astray is a nuisance, a lost passport can be a real nightmare to replace.
How do young people get hold of a PASS-accredited card?
All PASS-accredited cards carry the distinctive PASS logo in a hologram. These can be obtained from issuers such as Connexions Card, CitizenCard, Portman Group card and Validate. Around eight local councils also produce their own PASS cards. To find out more about the scheme, licensees are invited to contact the chairman of the PASS Board, Robert Humphreys at humphreysr@parliament.uk
What can be done to help push the scheme forwards?
Many licensees already use the recommended best practice rule of 'no ID, no sale if they feel a customer appears to be aged under 21. However, now that the PASS slogan is nationally recognised, the PASS Board is urging retailers to alter their policy to 'no PASS, no sale from September 2005. After all, it is only by raising maximum awareness of the PASS scheme and ensuring that people understand its significance that the project can really work.
What is RDR?
RDR stands for Responsible Drinks Retailing and was launched last year by the Morning Advertiser and its sister publication OLN (Off Licence News) as a reaction to the Alcohol Harm Reduction Strategy that the Government introduced in March 2004. The idea was to find examples of good practice in the trade, to highlight the great work being undertaken by the industry. The campaign won the Britvic/Periodical Publishers Association Food & Drink Campaign of the Year Award in 2004.
Three ways to take part in the RDR campaign
1 Enter for one of the Morning Advertiser's RDR awards. Pubs and their initiatives will be showcased in both local and national media and the winning licensees will gain recognition for their efforts from the Home Office and their local licensing authorities. Simply call Liz Cousins on 01293 610236 or email her at liz.cousins@william-reed.co.uk to request an entry form. Winners will be announced at a prestigious ceremony in November.
2 Register for an RDR pack to join the RDR scheme. The pack, also available from Liz Cousins, contains PoS material and an awards application form. After sending out the pack, we will call your local authority or police to let them know you are involved in the scheme.
3 Follow the series of articles on responsible drinks retailing that will appear in the Morning Advertiser.
