The video, created by Mini Mammoth Films, pictures a young customer trying to purchase alcohol, who produces a Proof of Age Standards Scheme (PASS) card as a form of ID. Pubwatch said the film aimed for a memorable ‘tongue in cheek’ style, but with a serious message.
Steve Baker, chair of National Pubwatch, said: “The criticism of the pub and hospitality trade for under age sales continues to be an issue, despite the fact that for many years they have had the superb Challenge 21 scheme in existence.
“We have decided to promote the scheme and at the same time show how bar staff can demonstrate due diligence by following a few simple steps when checking ID”.
Brigid Simmonds, chief executive of the British Beer & Pub Association, said: “This is an excellent initiative from National Pubwatch. It is a fun and creative way of underpinning licensee training on the importance of Challenge 21.”