Telford and Wrekin Council has launched a free Proof of Age Standards Scheme (PASS) ID card for students at local schools.
Eleven out of 14 schools are involved in the scheme, funded by NHS Telford and Wrekin, and 1,199 cards have been distributed so far.
The card is also available to other under-21s for just £2.50 — in contrast to the £30 charged for the national PASS card, which carries a distinctive hologram designed to combat fakes.
"We are instructing retailers in the borough not to sell any of their age-restricted products to anyone who looks under 21, and who cannot produce the Telford & Wrekin Proof of Age card (PASS), or any other valid ID card, such as a passport," said Councilor Miles Hosken.
Local licensee John Ellis of the Crown Inn in Oakengates, Telford fully supported the move. "I think it's great," said Ellis, who saw the first card used as ID in the Crown last weekend. "We've always been good about checking ID but if this is going to be common and local, we are delighted."
PASS chairman Robert Humphreys was also in favour of councils taking responsible drinking upon themselves, and said around 25 local authorities have now taken action.