BACKGROUNDER: LCBO’S “25 OR YOUNGER? HAVE YOUR I.D. READY” PROGRAM
March 6, 2013 10:02 ET
LCBO’s Check 25 Program
• LCBO’s year-round Check 25 program is a core responsible retailing program that helps prevent sales to minors (those aged under 19) by checking the I.D. of anyone who looks younger than 25. This six-year “buffer” encourages retail staff to check for I.D.
• Preventing sales to minors is an everyday, year-round responsibility LCBO employees take very seriously.
• This longstanding program is now evolving by asking those customers who are younger than 25, or appear to be, to have their valid I.D. ready to be checked. Previously, LCBO staff asked customers to show I.D. at the checkout if they questioned their legal drinking age.
• The Check 25 signage will be in LCBO’s 631 stores across Ontario, starting in 75 GTA stores this week.
• LCBO’s Check 25 program now features the tagline: “25 or younger? Have your I.D. ready.”
• This change aims to build further awareness among LCBO customers of the Check 25 policy, encourage individuals to be proactive and have their I.D. ready if they are or look younger than 25, and to help LCBO staff ensure that alcohol is not sold to minors.
• New visual and audio materials in LCBO stores include English and French elements such as:
• announcements on the PA system
• exterior signs
• signs attached to cash register screens
• cash counter decals
• shopping cart signs
• reminder signs throughout the store
LCBO’s Challenge & Refusal Program
• As part of LCBO’s commitment to responsible service, Check 25 is complemented by the organization’s Challenge & Refusal Program which aims to prevent sales to minors and those who appear intoxicated.
• In Ontario, it’s illegal to purchase or consume alcohol before the age of 19.
• In 2011-12, LCBO staff challenged 6.3 million individuals, for failing to produce valid I.D., appearing intoxicated or attempting to purchase for a minor or an impaired individual. More than 290,000 people were refused service, with 84 per cent for reasons of age. So far this year, LCBO retail staff has challenged almost 7 million customers and lack of valid I.D. remains the primary reason for refusals.
LCBO Employee Training
• Every LCBO Retail Store employee serving the public takes part in the organization’s Challenge & Refusal: It’s not Personal. It’s the Law. training program. It trains staff on how to deal with customers who appear intoxicated or underage, second-party purchasers (those buying alcohol for someone not legally entitled to purchase it) and difficult refusals at the checkout counter.
• Refresher employee training is carried out prior to the holiday period and routine practice updates are provided at other key times of the year or as needed.
Valid Forms of I.D. in Ontario
In order to be valid, identification must:
• Have been issued by a government;
• Be current (expired I.D. is not valid):
• Include the person’s photograph;
• Include the person’s birth date.
• Currently, there are eight forms of prescribed I.D., which include: Ontario Driver’s Licence, LCBO’s Bring Your Identification (BYID) Card, Canadian Passport, Canadian Citizenship Card, Canadian Armed Forces Identification Card, Certificate of Indian Status Card, Permanent Resident Card and Ontario Photo Card.
Working with the Community
• LCBO works both independently and in partnership with a variety of provincial and national organizations including MADD Canada, Parent Action on Drugs (PAD) and the Centre for Addiction and Mental Health (CAMH) to help youth make informed, factual choices about beverage alcohol.
• For more information about LCBO’s responsible retailing initiatives, visit: http://www.lcbo.com/socialresponsibility/alcoholminors.shtml