Challenge 25
Challenge 25
Challenge 25 is a UK retail strategy that requires staff to ask for approved photo ID from any customer attempting to buy age-restricted goods—such as alcohol—who appears to be under the age of 25, even though the legal purchase age is 18.
Developed in 2009 as an evolution of Challenge 21, the policy creates a safety margin so staff do not misjudge a young buyer's age and accidentally break the law.
While the legal minimum age to buy alcohol in the UK is 18, Challenge 25 is an industry best-practice standard rather than a standalone law, though operating an age-verification policy is a mandatory licensing condition
Any person or automated system taking an order for the supply of alcohol on behalf of the premises licence holder will inform customers that proof of age by way of photographic driving licence, passport or a form of identification with the PASS hologram may be required before alcohol is supplied in accordance with the Challenge 25 age verification scheme.
As a client of Wine Logistics , this must appear on your website:
An age disclaimer shall be clearly displayed on the licence holder’s website. You must be 18 years of age or older to purchase alcohol. ID may be required upon delivery