The British Beer and Pub Association has reported that the pub sector’s Challenge 21 scheme has achieved massive awareness throughout the country.
In a poll of 18-24 year olds, the BBPA found that 91 per cent of pub-goers are aware of the scheme, with almost half of them admitting they have been asked for ID before entering a pub.
The sector invests around £5m in the scheme each year, which has ensured training has been provided both at the company and pub levels, and seen the distribution of over 300,000 posters to pubs and bars nationwide.
“We are very pleased Challenge 21 has achieved such an extremely high level of awareness amongst this target group,” said Rob Hayward, Chief Executive of the BBPA. “It clearly shows how successful the pub sector has been in communicating Challenge 21. The message is getting through loud and clear.”
Around one million people a month are being refused service, either because they fail to produce ID, or they are underage. Nearly a third of the young people surveyed believe it is harder to get served in a pub now, than it was a year ago.
“Challenge 21 is designed as an extra layer of security for pubs and pub staff. It supports the work they do to keep preventing alcohol sales to under 18s.”
The maximum penalty for repeated sales to minors is currently a £10,000 fine and/or three months suspension of the premises licence, although an establishment could have their license taken away altogether.