Minister Emer Higgins launches ‘Show Me I.D – Be Age OK’ Summer Campaign at Circle K Lucan
National ‘Show Me I.D – Be Age OK’ campaign encourages enhanced vigilance from retail sector in response to new legislation on age-restricted products
Minister of State at the Department of Enterprise with responsibility for Retail, Emer Higgins TD, has launched the 2024 ‘Show Me I.D – Be Age OK’ Summer Campaign at Circle K in Lucan Village, showing her support for the country’s largest responsible retail training programme. The launch of the campaign coincides with the summer holidays and encourages retailers and hospitality staff across the country to maintain high standards of compliance around age-restricted products. These include alcohol, tobacco products, lottery tickets and vaping products.
The theme of the campaign – the second of four quarterly campaigns by Show Me ID – is the extra vigilance required around vaping products, in response to the ban of these products for minors in December 2023. Failure to comply with the new legislation can result in fines of up to €4,000 or up to six months in prison. Retailers are also being advised to prepare for the possibility of underage test purchasers being sent from the HSE to verify compliance with the new laws. This practice was added to the legislation in April of this year.
Retail and hospitality staff are encouraged to complete the ‘Show Me I.D – Be Age OK’ online training module, which quizzes users on potential situations they are likely to encounter in a trading environment. This includes questions on what best practice is when somebody looks underage, when a minor attempts to purchase an age-restricted product or when an unacceptable form of identification is provided at the point of service. Retail staff can easily access the module on a computer, phone or tablet. Upon completion of the module, participants can enter a competition to win a €100 One4All gift card. ‘Show Me I.D’ will also run a concentrated social media campaign during this period to keep retailers informed about proper sales practices for age-restricted products.
Minister Higgins said, “I am delighted to be here at Circle K Lucan Village to launch the Show Me ID Be Age OK Summer 2024 Campaign. This is an important reminder to retailers and small businesses to be aware of the importance of not selling cigarettes, alcohol, vapes or lottery tickets to those under the age of 18.
“It is very important that high standards of sale are maintained. The Show Me ID campaign urges retailers to always ask for ID when they have doubts over somebody’s age; all year round but especially important as the summer holidays begin. The ease of access of the module to retail staff – who can complete the module on phones, laptops or tablets – makes it far easier for the retail sector to be fully aware of the importance of following the law and upholding high standards of sale”.
Mary McDonald, Regional Director of Operations at Circle K, noted the importance of the training module, stating, “This training module is a really helpful tool for all Irish retailers as it reinforces the importance of upholding high standards of sale across the board regarding age-restricted products. Selling any age-restricted product to minors is illegal and stores that break the law could now face serious consequences – such as those outlined in the recent ban on sales of vapes to under 18s.
“At Circle K, we are committed to responsible retailing and have developed the knowledge, systems, and the processes to retail age restricted products in a safe and responsible manner. The ‘Show Me I.D – Be Age OK’ training module will help to reinforce our existing strong practices.
“We recognise the significant role our stores play in local communities and we prioritise the protection of minors by upholding high standards and complying with the law. I encourage all retail and hospitality staff nationwide to visit the Show Me I.D website – on their phone, tablet or computer – and earn their certificate as a responsible trader.”
The Show Me ID – Be Age OK training module provides retail staff access to information on age verification, underage sales prevention, and good retail practices. By taking the training module, staff can learn how to handle difficult situations, identify fake identification, and reduce the risk of selling age-restricted products to minors.
Follow Show Me ID – Be Age OK via @showmeid1 on Facebook, Instagram, and Twitter and TikTok
Show Me ID – Be Age OK is a youth access prevention programme developed to provide Irish retailers with advice, support, and leading best practices on how to avoid the sale of age-restricted products to minors. Show Me ID – Be Age OK is supported by Retail Excellence Ireland, the Convenience Stores & Newsagents Association (CSNA), the Retail Grocery Dairy & Allied Trades Association (RGDATA), the National Federation of Retail Newsagents (The Fed), the Vintners Federation of Ireland (VFI), the National Off-Licence Association (NOffLA), the Irish Tobacco Manufacturers Advisory Committee (Itmac), and the South Dublin Chamber of Commerce.
