Underage sales campaign launched

Most children in the county get an ID card on their 16th birthdays

Traders are being warned they face prosecution if they allow children to buy goods like cigarettes and alcohol.

Herefordshire Council began its "No ID, No Sale" campaign on Thursday to remind of the consequences of illegal sales.

The authority said most people in the county were sent a Proof of Age card on their 16th birthdays, leaving traders who break the law with no excuse.

Businesses are being encouraged to put up free posters advertising their involvement in the scheme.

Knives and guns

The council said the campaign was also intended to celebrate its Proof of Age scheme achieving national accreditation.

Bobbie Hadley, an environmental health and trading standards officer, said: "Whilst the main focus for concern is cigarettes and alcohol, we are also mindful of other age-restricted goods such as videos, fireworks, knives and guns.

"Every secondary school in the county except Aylestone High School is a partner in the scheme, meaning most students will receive a Proof of Age card free of charge on their 16th birthday.

"The card also clearly states when the young person is 18. It couldn't be simpler."

Mike Pigrem, acting trading standards manager, said: "Each year we carry out test purchases using young people who definitely look under 16, and each year we get people selling them items that are age restricted.

"Our policy is to prosecute these businesses as an example to others."