ACS (the Association of Convenience Stores) supports the use of Challenge25 in local shops selling age restricted products.
Challenge25 is a long running successful policy created to support colleagues who are doing their job by enforcing the law on age restricted sales. The policy, which urges colleagues to check for proof of age for anyone that might look 25 or under, is most commonly used for alcohol purchases but also applies to all other age restricted products.
Awareness of Challenge25 among the general public is strong, with 7 in 10 consumers currently aware of what the Challenge25 policy is for (Yonder consumer polling, adults aged 18-34, November 2021). There’s also widespread use of Challenge25 materials in local shops, although this is primarily at till points, meaning that the first time consumers are aware of the policy is when they make a purchase.
The Challenge25 campaign aims to widen the use of Challenge25 for age restricted products beyond alcohol, and highlight Challenge25 to customers earlier in their journey in a store.
Campaign Materials
All materials are available to download below.
The materials include:
