Asda Introduces Alcohol ID Scheme For Under 25s

Mon, 30 Apr 2007
 
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Supermarket retailer Asda has introduced a trial scheme that will see customers who look under the age of 25 banned from buying alcohol unless they show relevant ID.

The UK’s second largest supermarket chain started the scheme over the past weekend across ten of its Scottish stores in a bid to curb under-age drinking and antisocial behaviour .

The move follows research commissioned by the company on the streets of Glasgow asking shoppers to guess the age of a group of 16-year-olds. The results found that 71 per cent thought they were 18 and above and 23 per cent put them at over 21.

The Challenge 25 initiative was labeled as "responsible retailing" by a spokesman for Asda who added that the company hoped to remove the stigma from requesting and providing ID.

Andy Clarke, retail director for Asda said, "For many this trial will require them to permanently carry ID."

"However, we are confident that all of our customers who are lucky enough to look under 25 will understand the importance of this campaign, just as they did when we launched Challenge 21."

"What we want to see though is a culture in the UK where being asked for, and showing, ID isn't an issue - it's just responsible retailing."

Louise Macdonald, communications director at Young Scot, praised the initiative.

She commented, "Any activity which promotes awareness and understanding about the issues around the sale of restricted goods such as alcohol is to be welcomed."

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