An intensive crackdown on underage alcohol sales takes place in Doncaster this weekend (July 14-16).
Challenge 21 will see retailers team up with local police and Doncaster Council to highlight the message that people aged
21 and under need to carry identification that proves they are over 18 in order to buy alcohol in the town.
The campaign is being supported with local publicity, staff training and a poster campaign in stores, pubs and nightclubs. A total of 10 off-trade outlets and 70 on-trade bars and clubs are involved in the campaign, which is also backed by the Wine and Spirits Trade Association (WSTA).
WSTA chief executive Jeremy Beadles said: "We need to change the culture in this country so that young people automatically carry approved ID because they know they will be asked for it. This campaign in Doncaster will help us to continue to raise the standard for responsible alcohol sales across the country."
Fiona Mackenzie, who runs a Rhythm & Booze off licence in the town, said: "We've placed posters in the window and will be communicating with our local community police officers. We already have policy in place where we check the ID of anyone who doesn't look over 21, but it's important that as many businesses as possible join in with the campaign. Young people must get used to carrying ID with them if they want to be served."
If successful, the high-intensity campaign could be rolled out to other regions.