Module 1: Introduction to Challenge 25 and Its Legal Basis

Overview of Challenge 25

Purpose and Objectives

Legal Basis of Challenge 25

What Products Are Covered by Challenge 25

Roles and Responsibilities of Retailers and Staff

Why Challenge 25 Matters

1. Before moving on, take a quick recap test - Includes Quiz
2. 1.5 Roles and Responsibilities of Retailers and Staff
   The responsibility for enforcing Challenge 25 falls on retailers, premises licence holders (those legally responsible for alcohol licences) and individual employees. Retailers must ensure that all employees, including temporary or part-time staff, are adequately trained in Challenge 25 protocols. Clear signage should be displayed to inform customers about the policy, setting expectations and reducing confusion at the point of sale.In addition to individual stores, industry groups such as the Ret...
3. 1.6 Acceptable Forms of Identification
   Acceptable forms of ID for Challenge 25 must include the holder’s date of birth and a clear photo. The most commonly accepted IDs in the UK include:Passport – Must be current and unexpired.UK Driving Licence – Must be a full or provisional licence with photo identification.PASS Card (Proof of Age Standards Scheme) – A government-approved proof of age card.It’s crucial that employees verify that the ID is not only valid but also unexpired and in good condition. Checking for holograms, waterm...
4. 1.7 Why Challenge 25 Matters
   Challenge 25 benefits society by reducing the risks associated with underage consumption of age-restricted products. In addition to protecting young people’s health and reducing potential public safety concerns, it also protects retailers by reducing their legal risks. When applied consistently and confidently,Challenge 25 contributes to a safer retail environment, builds customer trust, and promotes a culture of responsible selling.
5. Activity - The Why Behind Challenge 25 (allow 10-15 minutes)
   Challenge 25 is designed to prevent underage sales and ensure compliance with age-verification laws across the UK. For this activity:Reflect: Why do you think Challenge 25 asks for ID from customers who appear under 25 rather than just those under 18? Write a short explanation.Customer Awareness: Look at the signage or policies used in a retail setting you are familiar with. How do they inform customers about Challenge 25? Describe how effectively they communicate the policy.Retailer Responsibil...