ID scheme combats under-age sales

Young people will be asked to supply proof of age

A campaign has been launched urging shopkeepers to demand that young customers buying tobacco and alcohol supply proof of their age.

The No ID No Sale initiative has been developed by the industry-funded national photo ID scheme CitizenCard.

Education packs will be issued to 100,000 retailers around Britain over the next three months.

Public health minister Melanie Johnson said the scheme would help protect both retailers and young people.

'Guesswork'

The campaign is being fronted by actress Deena Payne, who plays the shopkeeper Viv Hope in the ITV soap Emmerdale.

It is supported by the Department of Health, the Trading Standards Institute, and manufacturers and retailers of age-restricted goods.

According to a survey carried out to coincide with the launch of No ID No Sale, 96% of shopkeepers have been approached by underage customers attempting to buy cigarettes.

Of those 84% have received abuse on refusing a sale.

Andrew Chevis, chief executive of CitizenCard, said: "No ID No Sale provides tools for retail staff working in a difficult environment, removing the guesswork about the age of a customer."

Russell Sharland, from the Trading Standards Institute, whose members enforce age-related sales legislation, said the scheme would "help to isolate the small minority of rogue retailers".