Retailer group The Tobacco Alliance has launched a new campaign to promote good practice in the sale of age-restricted products, and to communicate the good work that independent retailers are doing to stay within the law.
Called Responsible Retailers, the new initiative will lobby parliament, key authorities and the public to present retailers as a positive element in the battle against underage consumption of tobacco.
The campaign made its first appearance at last autumn's political party conferences, before a formal launch last month at the Houses of Parliament.
National spokesman Ken Patel, who runs a store in Leicester, said "We have to show the government that most retailers do not sell to minors. Small businesses can struggle with the implementation of legislation so we will be stressing that there needs to be a balance in the restrictions that are put in place."

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