West Yorkshire Trading Standards - Proof Of Age Partnership

Introduction

West Yorkshire Trading Standards Service is responsible for enforcing a range of legislation relating to sales of age-restricted products, principally tobacco, alcohol, fireworks, solvents, videos and computer games, and lottery tickets. WYTSS has for many years been advising retailers on steps to take to avoid illegal sales of age-restricted products. In a large number of cases, formal legal proceedings have been taken against those retailers who have sold such products to children under the legal age limit. Information received from retailers during these enforcement programmes has shown that they have no reliable means of ascertaining the age of a young person. Who can legitimately buy cigarettes, fireworks or alcohol and who should be refused such products? What should a retailer ask a 16 or 18 year old to produce as proof of their age?

With this in mind, WYTSS has implemented a Proof Of Age Scheme in the region.

What does the Scheme Involve?

Discussions on how best to implement the Scheme were held at an early stage with organisations such as West Yorkshire Police, Health Authorities, Education Departments and schools in the region. The East Leeds area was selected as the Pilot area because of the high number of instances of illegal sales that are suspected of taking place.

The Scheme involves two key threads – the retailer and the young person. Each young person (of 16+ years in a participating district) is issued with a free credit-card style plastic card with their name, date of birth and photograph printed indelibly on it. The local schools will administer this part of the scheme, having ready access to the necessary information about the pupils. The scheme is voluntary and the feedback from schools is very positive.

There would, however, be little value in the Scheme if it were not recognised by retailers. Every identifiable retailer of age-restricted products is visited prior to the launch of the scheme in a participating area. Each retailer is given promotional material to publicise the fact that young people asking to buy certain products will be asked to produce their Proof of Age card before being served. By asking for the card, retailers can then be certain of the purchaser’s age and thus avoid breaking the law.

The local police visit on licensed premises and a small window sticker is available for the licensee to display, in addition to dispensers with application forms to join the Scheme, which will also be available at places such as libraries, sports centres and youth clubs.

The Scheme will enjoy the widest support with councils and with those partner agencies involved. Elected members on the Trading Standards Committee will receive regular feedback on the progress of the Scheme.

How will we do it?

The production of the cards for the young people primarily involves the school and the card issuing company. The student and the school provide the necessary information – name and date of birth of their pupils in years 11, 12 and 13. This information is then matched with their photograph. Once produced, the cards are delivered to the schools together with information leaflets for the students explaining the Scheme. The schools then distribute cards and leaflets to their students on their 16th birthday.

There will also be a system in place for individual applicants who are not in education, or who move into the area subsequent to the card issuing. Anyone over 16 who lives, works or attends college in a participating area can also apply for a card in a number of ways, one of which being via the WYTSS website.


Who benefits from the Scheme?

The introduction of the Scheme will benefit a wide range of people:

The Retailer

The main purpose behind the Scheme is to produce a card in which the retailer could have confidence and therefore prevent the sale of age-restricted products to underage persons. Many shopkeepers report that they find it extremely difficult to judge the age of youngsters attempting to buy goods such as alcohol, cigarettes, fireworks etc and they will be encouraged to foster the NO CARD – NO SALE culture, ensuring that only those of the legal age can buy them. The card has credibility throughout the UK and is recognised by enforcement authorities such as Trading Standards and the Police. In addition, the Retailer will find it easier to refuse illegal sales on the basis that no Proof of Age card has been produced.

Young People

By applying for a VALIDATE card, the young person will obtain discounts, which are linked with the card, Click Here for more details on participating outlets

For those who are parents, the card will give them confidence that their child will not have the opportunity to purchase age restricted products if they are not old enough to do so.

Evaluation of the Scheme

Evaluation and monitoring of the Scheme will be carried out after launches in each district. Test purchase programmes will be implemented specifically to monitor the success of the Scheme. Numbers of complaints and subsequent sales are expected to reduce, but where evidence of illegal sales is obtained, WYTSS will not hesitate in instituting legal proceedings against offenders.

Click Here to view the Evaluation Report for Kirklees
Click Here to view the Evaluation Report for Calderdale
Click Here to view the Evaluation Report for retailers in Kirklees
Click Here to view the Evaluation Report for retailers in Calderdale

Reporting

Concerned members of the public, police officers, parents, health officials etc can report information, (anonymously, if necessary) regarding premises allegedly making illegal sales of age restricted products to our Consumer Direct Helpline on 08454 040506 which is open Monday to Friday 08:00 to 18:30 and Saturday 09.00 to 13:00

Application Form

If you are aged 16 or above and not in one of the schools in the pilot area or have left school, you can still apply for a Validate Card. You will need to print the following application form and fill in with your age and other details and take with your proof of age, such as a passport or a driving licence with a picture to your local police station. A police officer will validate your age so the application form can be sent to ValidateUK for a card.

Application forms can be obtained from the following places:

Police Stations, Libraries, Citizens Advice Bureaus and Supermarkets

For more information on any part of the West Yorkshire Proof Of Age Scheme please contact the Education and Promotions team on 0113 2898 255.

Click here to go to the Validate website and download your application form