Challenge 25

 

What is Challenge 25?

Challenge 25 is a legal compliance measure to prevent the sale of age-restricted products (e.g., alcohol, tobacco, some travel experiences) to under-18s.

Key Principle:
If a customer looks under 25, staff must ask for valid photo ID before completing the sale.

Who It Applies To

  • Anyone purchasing age-restricted products in the UK.

  • All staff members handling these sales.

  • Applies to in-person transactions and proxy sales (someone buying on behalf of another person).

Proxy Sales

A proxy sale occurs when a person tries to buy an age-restricted product for someone under 18.

Important Rules:

  • Selling to someone under 18 directly or via proxy is illegal.

  • If a customer is buying for someone who is under 18, the sale must be refused.

  • Staff should ask questions if they suspect a proxy sale.

    • Example: “Who is this product for?”

  • Do not assume it’s for an adult—if unsure, refuse the sale.

Acceptable Forms of ID

Only official, valid photo ID is accepted. Examples:

  • Passport

  • UK Driving Licence (full or provisional)

  • PASS card (Proof of Age Standards Scheme)

Note: Bank cards, loyalty cards, or handwritten notes are not valid ID.

Key Steps for Staff

  1. Check the customer’s age if they look under 25.

  2. Ask for ID politely.

    • “Can I see some ID, please?”

  3. Verify the ID

    • Ensure photo matches the customer.

    • Check expiry date.

  4. Ask about the intended user if a proxy sale is suspected.

    • Refuse sale if there’s any doubt.

  5. Document any refusals if required by company policy.

Why It Matters

  • Protects under-18s from accessing restricted products.

  • Prevents illegal proxy sales.

  • Keeps your company legally compliant.

  • Avoids fines, prosecution, and license loss.

Fines and Penalties

Selling to someone under 18 (directly or via proxy) can result in:

  • Fixed penalty notice: up to £90

  • Court fine: up to £1,000 for individuals

  • Business penalties: up to £20,000

  • Staff may face disciplinary action or job loss

  • Repeated non-compliance could lead to loss of business license

Common Scenarios

Customer looks 24 and presents valid ID showing age 19 - Proceed with sale

Customer looks 26 and refuses ID - You can legally sell, but company may still request ID for consistency

Customer looks 22 but ID is expired - Refuse sale

Customer presents non-photo ID (e.g., utility bill) - Refuse sale

Customer asks to buy for someone under 18 = Refuse sale (proxy sale)

 

Top Tips for Staff

  • Always be polite and professional.

  • Don’t assume someone’s age—if in doubt, ask for ID.

  • Be alert to proxy sales; ask who the product is for.

  • Stay consistent; all staff should follow Challenge 25.

  • Seek support from a manager if a customer disputes the law.

Legal Reminder

  • Under the Licensing Act 2003 and other UK laws:

    • Selling age-restricted products to under-18s directly or via proxy is a criminal offence.

    • Non-compliance can result in fines, criminal record, and loss of business license.

 

Its now time to complete the official age related sales training, use the link below.