Retailers launch Challenge 25

The retail industry is launching new measures to prevent the sale of alcohol by and for under-18s.

Under the new initiative, Challenge 25, people over the age of 18 and under 25 will be required to carry photo ID when buying alcohol.

The new threshold follows on from the introduction of Challenge 21, which the industry claimed has led to a marked reduction in underage sales of alcohol.

It is hoped the new measures will lead to a further drop of proxy purchases, where young adults buy alcohol on behalf of underage friends.

Home Office Minister Alan Campbell said: "The Challenge 21 scheme has already proven itself to be an effective tool to combat underage drinking so I hope every retailer will adopt these new guidelines and continue to confront anyone they believe to be underage or buying alcohol for under 18s."

He added the government would shortly consult on a mandatory code of practice for alcohol retailers setting out tough new licensing conditions to help tackle alcohol-related crime and disorder.