Checking for a customer’s age is nothing new. It’s the way shops have worked for many, many years. From asking for ID at the till to applying the Challenge 25 policy, age verification has long been a part of everyday retail, particularly in convenience stores, where alcohol, tobacco, and lottery products are regular purchases.
What has changed is the context around those checks. The number of age-restricted categories has grown, enforcement has tightened, and the pace of transactions has increased. With more stores introducing self-checkout and operating with leaner teams, something that was once relatively straightforward now needs to be managed with greater consistency and confidence.
It Matters Now More Than Ever
Age-restricted sales remain a key focus for regulators. Local authority Trading Standards teams continue to carry out test purchasing across the UK, and failed sales can lead to fixed penalties, licence reviews and, in serious cases, prosecution.
Guidance from the Home Office and Trading Standards makes it clear that responsibility sits with the retailer, not just the individual member of staff. Even one failed sale can have consequences that far outweigh the value of the transaction itself.
The Association of Convenience Stores (ACS) has repeatedly highlighted the importance of strong age-verification processes, noting that stores with clear policies and regular staff training are significantly less likely to fail test purchases[1].
Challenge 25 remains the industry standard, and when applied consistently, it is effective. However, manual age checks rely heavily on staff judgement, confidence and memory, particularly during busy periods or when stores are single-manned.
Failures are more likely where staff are under pressure, inexperienced, or unsure how to handle refusal situations – this is where technology increasingly plays a supporting role.
Age verification technology in convenience retail typically supports, rather than replaces, staff decision-making.
- Till prompts and EPOS controls
Most modern EPOS systems flag age-restricted items and prompt staff to check ID. These prompts act as an important safeguard, particularly for new starters or temporary staff.
- Self-checkout approval workflows
With self-checkout growing in convenience, age verification has become more visible. Effective systems pause the transaction and alert staff immediately, allowing age checks to happen quickly without frustrating other customers.
- Automated age estimation
Some retailers are trialling camera-based age estimation technology, which assesses whether a customer appears above a set age threshold. These systems do not identify individuals or store images, but prompt staff intervention where appropriate. While adoption is still limited in smaller stores, interest is increasing as costs fall and accuracy improves.
According to ACS guidance, stores that combine clear Challenge 25 policies with training and simple technology safeguards perform best in test purchasing exercises.
How To Implement Responsible Retailing In Store
- A clearly communicated Challenge 25 policy
- Regular staff training and refreshers
- EPOS prompts and clear refusal processes
- Fast age-approval workflows at self-checkout
Technology works best when it reinforces good habits rather than trying to replace them.
By combining clear policies, confident staff and supportive technology, retailers can protect their licence, support their teams and demonstrate responsible retailing without slowing the customer experience.
[1] https://www.acs.org.uk/advice/preventing-underage-sales?utm_source=chatgpt.com
