A nationwide campaign to crackdown on underage sales is being launched in Doncaster.
The initiative, part of the industry's Challenge 21 campaign, will see licensees, local police and licensing officers encouraging people under 21 to carry ID. Challenge 21 highlights the fact the if you are 21 or under you should now expect to be asked for ID to prove you are over 18.
During the weekend of July 14 to 16, 70 bars, clubs and nightclubs and 10 off-trade outlets, including major supermarkets and some smaller convenience stores, will carry out stringent ID checks.
Doncaster has been chosen for the initiative because local venues are already working closely with the police and the local council in fighting underage sales. The campaign is being supported by local publicity and staff training.
All licensees in the local Pubwatch have signed up to Challenge 21. Paul Ferguson, manager of the Red Lion in Doncaster, claimed pubs in the area already made stringent ID checks.
"Doncaster has always been big on this. All pubs in the area have signs up supporting the campaign," he said.
Martin Rawlings, British Beer & Pub Association director of pub & leisure, said: "Our simple message is that if you're 21 or under and out for a great night then make sure you are carrying ID.
"This project in Doncaster will focus attention in the trade and among customers that a Challenge 21 campaign really is the best way of getting results. It is vital that we all work together with the police and local councils to bring this message home."
Wine and Spirits Trade Association chief executive Jeremy Beadles said: "We need to change the culture in this country so that young people automatically carry approved ID [passport, photo driving licence or a PASS approved card] because they know that they will be asked for it."
Other associations involved include the Bar Entertainment and Dance Association, the Wine and Spirit Trade Association, the British Retail Consortium and the Association of Convenience Stores.