An age check too far?

The launch of Challenge 25 by the UK retail industry has set off alarm bells for many licensees.

The new standard requires retailers to ask people who look under 25 to show ID when buying alcohol.

But this move has fuelled fears within the industry that pressure could be put on pubs, which have already back the Challenge 21 initiative, to follow suit.

According to Michelle Green, licensee of the Robin Hood in Sutton, Surrey, such a move could spell disaster. "I think if it was brought in, we would lose young customers," she said. "And with everything else that is going on, it would be the final nail in the coffin."

Although the measure is designed to promote responsible drinking, she believes it could perversely lead to more binge drinking at home as young adults shy away from being asked for ID in pubs.

"It would encourage people to stay home and get blathered on cheap booze from the supermarkets," she said.

"In pubs, when we see that people are a bit under the weather after drinking too much we can refuse to serve them. This would take away ways of keeping control of people's drinking."

Andy Brooks from the Laughing Fish in Uckfield, West Sussex, said the measure, if implemented, could censure licensees who are acting lawfully.

"It concerns me that if we are not careful we could get castigated because we haven't challenged somebody when we are legally serving them," he said.

He added that increasing the age limit would allow the culture of ID checking to spin out of control and become draconian.

"Where do we draw the line? We are already using 21 in order to make sure customers are 18. Now the supermarkets are going to use 25 to make sure they are 18. We could pick any age you like."

Well embedded

But supporters of Challenge 25 say it is a more effective way of preventing underage sales of alcohol in every trading environment, including pubs.

Andrew Opie, director of food and consumer policy at the British Retail Consortium, said: "The principles here are the same, namely being prepared to challenge and to check ID before the sale. All of those things are already well embedded and should not be a problem for anyone in any trade."

However, Tony Payne, chief executive of the Federation of Licensed Victuallers Associations remains unconvinced. "I cannot see the common sense of it when there is already Challenge 21 in place. If a person looks 21 then you can take it the person is over 18. Why would you want to know if that person is under 25?"

He added: "You would have to spend more money on replacing the existing Challenge 21 signs when the measure is already successful," added Mr Payne. "Why would you throw away something that is working?"

Others argue that raising the age threshold could even deter ID checking. Mark Hastings from the British Beer and Pub Association (BBPA) said regulars could become aggravated by being asked for ID.

"Pubs and supermarkets are very different trading environments and what is right for one is not always right for the other," he said. "The pub sector has trialled Challenge 25 and Challenge 30 and the result is to actually reduce the amount of age checking that goes on. It creates unnecessary barriers."

"What works for pubs is Challenge 21 and that is what we will be sticking with," he said.