Call for pubs to embrace ID card scheme

The chief executive of the country's largest ID card scheme, CitizenCard, has called for increased partnership with pubs on the 10th anniversary of its launch.

Speaking at a reception at the Houses of Parliament yesterday, Andrew Chevis hailed the scheme as a success with more than 1.9 million CitizenCards being issued across the UK since its launch in 1999, with the ages of card holders ranging from one to 112.

But he said the organisation sought more involvement from licensees in promoting the scheme.

"We would love to do more with the on trade. Traditionally we have had more support from the off trade."

He added, however, the increased emphasis on curbing underage sales of alcohol had seen more support from the industry.

"We are now involved with Pubwatches up and down the country," he said.

"CitizenCard has seen a huge increase in support from publicans and pub operators. The need for it is huge."

But he also urged the government to further strengthen legistlation on ID cards in order to combat underage sales of alcohol more effectively, pointing out that that although CitizenCard had a Proof of Age Standards Scheme (PASS) hologram which was difficult to counterfeit, it was sometimes refused in licensed premises.

"Allowing licensees to decide for themselves what cards they can or cannot accept makes a nonsense of attempts by government, police and trading standards to stamp out underage sales. It should become law that all cards carrying the PASS hologram are acceptable ID."

"Premises unwilling or unable to recognise cards which have been judged valid ID by the Home Office and the police, should not be open for business."

According to Chevis, the scheme was responsible for changing the culture surrounding underage sales.

"Our greatest achievement is that we have changed a culture. Every teenager now knows that we are in a 'No ID No Sale' culture. To do that in a decade is something we should be proud of."