What this pledge sets out to achieve, and why this is important
This pledge will help to reduce the number of under-age purchases of alcohol in both on- and off-trade environments.
This pledge commits alcohol retailers (in both the on and off-trade) to promote and encourage the use of the Challenge 21 and Challenge 25 schemes when selling alcohol.
It is generally illegal for under 18s to purchase alcohol. However, surveys show that up to 18 per cent of children aged 11-16 have purchased alcohol directly from a store or bar.
It is a legal requirement for businesses to have an age verification scheme in place. These schemes require on and off-trade staff to ask for an agreed form of identification before selling alcohol, to reduce the number of illegal purchases by under-18s.
 Children aged 16-17 can purchase alcohol with a table meal in a licensed premises as long as it is consumed in an area specifically set aside for meals and they are accompanied by someone over the age of 18.
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