Retailer Information Need for awareness and promotion The PASS scheme works for both the retailer and young people. It ensures that the retailer has the confidence that the PASS accredited card is genuine and that the young person has access to goods and services to which their age gives them legal access. Determining the age of young people is difficult and is unlikely to get any easier. The pressure on retailers and their staff will continue to increase as technology enables fraudsters to produce more sophisticated and authentic looking proof-of-age cards. This coupled with the increased need to verify age to avoid prosecution, means that retailers must have assurance that cards that are produced as proof-of-age are genuine and reliable. Each scheme must undergo a rigorous application and accreditation process verified by Trading Standards. The key challenge now is to ensure that all retailers of age related sales are aware of the PASS accredited cards and know what to look for should one be produced to verify age. What does a PASS accredited card look like?
A PASS accredited proof-of-age card will have the following:
What problems do retailers face with proof-of-age cards? Retailers have the problem of trying to identify what is a genuine proof-of-age card versus a fraudulent one. With a PASS accredited card they will instantly know it is genuine when they see the unique PASS hologram. Any young person who is lucky enough to look under 21 is likely to be asked for identification. Producing the PASS card will give the retailer or member of staff the assurance that it is a trustworthy and reliable form of identification.
Are all retailers aware of PASS? Details of the scheme are communicated to retailers by a number of methods including via their trade associations, in trade media, via Trading Standards, etc. To date there are over 1.5 Million cards in circulation helping the awareness of the scheme to grow rapidly. Does PASS mean big changes for retailers? There are no big changes for retailers. They will still be presented with various proof-of-age cards, but those that are genuine will have been accredited by PASS and will carry the logo. You will need to ensure that all your staff are aware of what the PASS logo looks like and that they should only accept proof-of-age cards bearing the PASS logo. Although PASS accredited cards may look different from issuer to issuer the one element that they all have in common is the recognisable and forge-proof PASS hologram. PASS – The Benefits Benefits for retailers The Proof of Age Standards Scheme offers retailers Reliability The unique PASS hologram is Trademark registered making it a criminal offence to manufacture cards that have a mark similar to the PASS one. To date, not one attempted forgery has been detected. Any attempt at doing so will be rigorously pursued by the enforcement authorities. Assurance Every card that carries a PASS hologram will have been issued by a provider who has been through a rigorous application and accreditation process. These providers also undergo an annual audit to maintain the security and integrity of the scheme. Confidence Production of the card by a young person at the point of sale affords retailers and their staff the confidence of knowing that the card is a secure form of identification that can be trusted. A national programme of communication is being undertaken. The PASS Board, accredited card issuers, the Home Office, Trading Standards Institute and the Association of Chief Police Officers (ACPO) are working together to raise awareness of the scheme. Retail trade associations and their member companies are also helping to spread the word. To further add weight to the campaign those responsible for enforcing and administering the law are being made aware that the PASS hologram is protected by registered Trademark status thereby making fraudulent use of the hologram a criminal offence. NO PASS – NO SALE The key feature to look out for is the PASS hologram which is present on all PASS accredited cards. This provides a standard for those staff involved in selling alcohol, tobacco and other age-restricted goods. |
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