Pub trade increasingly vigilant over underage sales
The number of young people applying for official ID cards from the Portman Group each month has doubled since the turn of the year.
The surge in numbers applying for Portman's proof-of-age card shows that the trade is much more vigilant in asking young drinkers for proof of age. There is an increasing expectation among youngsters that they will be asked to produce ID if they look under-21.
It's very positive - it appears the message is getting out thereVictoria Tate, Portman Group.
The news comes as pubs prepare themselves for the busiest trading period of the year, with the start of the World Cup now just six weeks away.
British Beer & Pub Association director of communications Mark Hastings said the surge in young people applying for ID showed the trade was being vigilant in ensuring that people under the age of 18 are not served in Britain's pubs and bars.
He added: "In the run up to a big occasion like the World Cup it's important for all pubs to be ever-more vigilant."
The card carries the Proof of Age Standards Scheme logo, making it an officially recognised form of ID, along with a driving licence and passport.
Last year the average number of cards applied for each month was 300 with the most in one month being 450. But demand has soared in 2006. In January 630 youngsters applied for cards, 412 in February and a whopping 878 in March.
"It is very positive from our point of view as it appears the message is getting out there," said Portman media director Victoria Tate. "We cannot be entirely certain why there has been an increase in uptake, but the more universal PASS signage has helped and the Alcohol Misuse Enforcement Campaigns have also had an effect."
The PASS scheme is also growing in stature and profile with the launch of a new website. The site, www.pass-scheme.org.uk, offers licensees information and advice on how to combat underage drinking and downloadable point-of-sale material and training information as well as forms to apply for a PASS card.
"Retailers of age-restricted products now have immediate access to advice and downloadable materials to support them," said PASS chairman Robert Humphreys. "PASS is now a truly universal standard, and recognition and acceptance are rising day by the day."
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