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Challenge 25
Challenge 25 helps protect children from harm by ensuring anyone who looks under 25 is asked for ID before being sold alcohol.
Kent Police Licensing Department has taken robust enforcement action against hundreds of off-licences since 2024, to tackle underage sales and protect young people.
Recent action has resulted in:
- 7 have lost their licence to sell alcohol
- most of these have now ceased trading
Guidance for shopkeepers
Challenge 25 helps stop people under age 18 from buying alcohol. To help protect you and your staff, we've listed seven simple Challenge 25 steps. These steps show how to check ID, use posters, spot fake ID, record refusals, and support your team, making it easier to follow the law and prevent underage alcohol sales.
- Ask for ID
If someone looks under 25, ask for ID.
If they don’t show ID, don’t sell alcohol.
If someone shows ID but you're not happy with it, for example, it looks fake or doesn't meet the rules - don't sell. You have the right to refuse. - Use posters
Put Challenge 25 posters at the door, near the till, and by the alcohol.
This helps customers know the rules. - What ID is OK to accept
Only accept ID that:
has a photo
shows date of birth
is official and hard to copy
Good examples: passport, driving licence, PASS card. - Check for fake ID
Teach staff how to spot fake ID.
If they are not sure, don’t sell alcohol. - Write down refusals
Keep a list of people refused alcohol for no ID.
This helps if the council or police ask questions. - Support your staff
If a staff member says no, support them.
Don’t change their decision. - Check your rules
Make sure staff follow the rules.
Don’t take the risk.
Selling alcohol to a child could cost you your licence, your job, and your home.
Always check ID. Always stay safe.