Proof of age scheme Challenge 25 celebrates its 12th birthday

Back in 2011, when the Scottish Beer & Pub Association launched its voluntary age verification scheme, it heralded a major change in venues’ efforts to confirm that their customers were old enough to purchase alcohol.

The trade’s voluntary scheme came in ahead of the mandatory age verification checks for customers appearing under 25 which were then introduced in October 2011 under the terms of the Alcohol Etc. (Scotland) Act 2010.

Now, 12 years on, the association credited its early adoption of the precautionary approach for easing in the new regime with the minimum of customer friction.

Paul Togneri of the SBPA said: “When Challenge 25 was first introduced in Scotland 12 years ago, it was a major change which saw many more customers being asked for proof of age for the first time.

“There were some concerns about potential flash points for conflict, people forgetting their ID, but that failed to materialise, largely due to the successful launch and early roll out of the Challenge 25 scheme,” said Togneri.

“It’s now become second nature for responsible licensees and the dividends are there to see, with a reduction in alcohol consumption amongst young people in Scotland.”

To mark the anniversary, the SBPA has now updated the posters for pubs and bars across the country, available to download from its new site Challenge25.Scot.