Challenge 21

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Challenge 21 is a scheme in the United Kingdom introduced by the British Beer and Pub Association (BBPA) aimed at preventing young people gaining access to age restricted products including cigarettes and alcohol.^[1] The scheme was launched in 2005 in a JD Wetherspoon outlet in Biddulph.^[2]

According to government figures the scheme has been successful in reducing the number of under 18s gaining access to alcohol.^[3]

In May 2007 it was reported that ASDA stores in Scotland were operating a Challenge 25 scheme, whereby anyone who appeared to be below the age of 25, seven years above the age required to buy alcohol in the UK, could be asked to provide a form of ID such as a passport or a driving licence.^[4]

Some Tesco stores have operated a Challenge 30 policy dismissing the criticism that it could have an adverse effect on sales.^[5]

However, the scheme has at times been operated in an over zealous manner.^[6] The BBC reported that a grandmother, aged 47, was refused the ability to purchase alcohol despite being 29 years older than the legal age limit. The woman's daughter, aged 22, was similarly refused even though she could provide ID as the staff-member was concerned that the daughter could have passed the wine to her. mother.^[7]

The Blackpool Gazette reported that a 72-year-old man had been refused the purchase of alcohol because of the failure to produce a form of ID.^[8]^[9]