Retail Minister urges businesses to step up age checks to protect young people

Show Me I.D – Be Age OK campaign launch highlights importance of robust age verification in preventing underage access to tobacco, alcohol and other age-restricted products

Retail Minister Alan Dillon has urged businesses to remain vigilant when selling age-restricted products and to ensure staff are confident in carrying out robust age-verification checks to help prevent underage sales.

Minister Dillon was speaking at the launch of the latest Show Me I.D. – Be Age OK campaign at Mulroy’s Londis on the Moneen Road Roundabout in Castlebar, Co. Mayo.

The campaign highlights the important role retailers and their staff play in preventing young people from accessing age-restricted products, including alcohol, tobacco and vapes, nicotine pouches and lotto products.

The free Show Me I.D programme provides retail and hospitality staff with practical guidance on age verification and the responsible sale of age-restricted products. The free online training module helps staff recognise when to request identification, identify acceptable forms of I.D. and manage situations where a customer may be underage.

With colleges and universities now back after Summer, the campaign is also emphasising the importance of continued vigilance by retailers in communities with large student populations.

More than 2,000 retail and hospitality staff completed the training module in 2025. Available on a computer, tablet or smartphone, the training allows staff to refresh their knowledge at any time and build confidence when carrying out age-verification checks.

Speaking at the launch, Minister for Retail and Mayo TD Alan Dillon said:

“Retailers and their staff have an important responsibility when it comes to preventing young people from accessing age-restricted products. Robust age checks are one of the most practical ways businesses can help prevent underage sales and ensure these products are sold responsibly.

It is important that businesses do not become complacent when it comes to age verification. Staff should feel confident about when to ask for identification, what forms of identification are acceptable and how to deal with situations where there is any doubt about a customer’s age.

The Show Me I.D programme provides practical support to businesses and their staff and I would encourage retailers to make use of the free training available.”

 Alan Mulroy, Store Manager at Mulroy’s Londis, said:

“Checking identification is an important part of responsible retailing and our staff need to be confident and consistent when it comes to age-restricted sales. Sometimes asking for I.D. can be an uncomfortable interaction for staff, particularly when they are dealing with customers who believe they are clearly over the required age. 

Having clear guidance and training gives staff the confidence to make the right decision and to refuse a sale where necessary. The Show Me I.D training is a useful resource for businesses and staff and we would encourage other retailers to take advantage of it.”

The Show Me I.D – Be Age OK campaign is encouraging retailers and hospitality businesses to ensure their teams are familiar with best practice around age verification and are equipped to deal confidently with age-restricted sales.