Challenge 21 hailed a success

A pub scheme targeting underage sales has been hailed a success by the British Beer & Pub Association (BBPA).

Results from a YouGov poll of 18 to 24-year-olds has revealed that ninety-one per cent of young adults know about Challenge 21.

Nearly a third of the 428 people quizzed say they are now asked for ID more than they were a year ago and one in five say it is now much harder to get served alcohol without ID than it was a year ago.

Thirty per cent say it is now very difficult to get served without ID, 13 per cent have been refused entry to a pub and 12 per cent refused service, because they were unable to produce ID.

BBPA chief executive Rob Hayward said: "We are very pleased Challenge 21 has achieved such an extremely high level of awareness among this target group.

"It clearly shows how successful the pub sector has been in communicating Challenge 21. The message is getting through loud and clear.

"More than 300,000 posters have been sent out and are on display across the pub sector, backed up by training at both company and pub level.

"The sector's investment in Challenge 21 now amounts to some £5 million a year. It signals our determination to do everything we can to ensure underage sales are prevented."

The poll also revealed that 84 per cent of 18-24 year olds say they now carry a driving license to use as ID, and 29 per cent a passport to use as ID.