The British Beer and Pub Association (BBPA) has celebrated 20 years promoting responsible drinking with the Challenge 21 campaign.
Launched in 2003, alongside new measures introduced in the Licensing Act, the campaign has had a significant impact, with under-age drinking down almost two-thirds in England in that same period.
With a Challenge 25 option introduced as well and subsequently rolled out across Scotland, the poster campaign is a simple but crucial reminder to ask for ID. It has become synonymous with supporting venues to easily and confidently support responsible drinking, and avoid the sale of alcohol to under-18s.
The campaign ensures a consistent approach when it comes to the avoidance of under-age sales and drinking. It also provides important clarity to customers on the acceptable forms of age verification ID.
Karen Tyrell, chief executive of charity Drinkaware, said: “The Challenge campaigns are an important part of the BBPA’s work to support pubs across the UK in preventing under-age drinking.
“We at Drinkaware are delighted to celebrate this important milestone and will continue to work in partnership with the BBPA to help reduce alcohol-related harm.”
Emma McClarkin, chief executive of the British Beer and Pub Association, said: “The Challenge 21 and Challenge 25 campaigns have allowed pubs across the entirety of the UK to serve the public safely and confidently, ensuring the pub remains a welcoming, wholesome place for everyone to enjoy safely whilst providing clarity to customers on acceptable forms of age-verification identification.
“Our sector is totally committed to building on the success of reduced underage drinking and will continue to promote safe, responsible alcohol consumption by those of age, while respecting and supporting the right of the general public to enjoy their favourite drinks safely.”
