Selling age restricted products to someone underage is one of the easiest compliance mistakes to make and one of the most costly. Whether you sell alcohol, tobacco, vapes, knives or other restricted goods, the law expects you to prevent underage sales, and a single failure can lead to fines, licence reviews and reputational damage. This guide explains age verification, how Challenge 25 works, and why staff training matters.
Why age verification matters
Retailers and hospitality businesses have a legal duty not to sell age restricted products to anyone below the required age. Enforcement includes test purchasing, where an underage volunteer attempts to buy a restricted product, and failing a test purchase can have serious consequences for the business and for the individual who made the sale. Age verification is the practical system that prevents this.
What is Challenge 25?
Challenge 25 is a widely adopted retailing policy that encourages staff to ask for identification from anyone who looks under 25 when buying an age restricted product. The logic is simple: by setting the threshold well above the legal age, staff are far less likely to accidentally serve someone who is underage. It builds in a margin of safety that protects both the customer facing team and the business.
Acceptable forms of identification
Only certain forms of ID should be accepted, typically those showing a photograph, date of birth and a security feature. Common examples include a passport, a photocard driving licence, and cards carrying the PASS hologram. Staff need to know what to accept, what to refuse, and how to check that ID genuinely belongs to the person presenting it.
Why staff training matters
Underage sales usually come down to a moment of hesitation or uncertainty at the till. Training gives staff the confidence to ask for ID, the knowledge to check it properly, and the assurance to refuse a sale when needed. It also protects individual staff members, who can be personally liable for an illegal sale. Our Age Verification training and Award for Underage Sales Prevention give your team the knowledge and confidence to get it right every time.
Frequently asked questions
What is the difference between Challenge 25 and Challenge 21?
Both are age verification policies, but Challenge 25 sets a higher threshold, prompting staff to ask for ID from anyone who looks under 25 rather than under 21. The higher threshold gives a greater margin of safety.
Which products need age verification?
Age restricted products include alcohol, tobacco, vapes, fireworks, knives and certain other goods. The specific age and rules vary by product, so staff need to understand what applies to what they sell.
Can a staff member be personally liable for an underage sale?
Yes. The individual who makes an illegal sale can face a penalty, as well as the business, which is why proper training and clear policies matter.
Protect your business from underage sales
A confident, well trained team is your best defence against underage sales. Give your staff the knowledge to verify age correctly every time.
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