Launched in 2003, alongside new measures introduced in the Licensing Act, the BBPA's Challenge 21 campaign, has since had a significant impact, with underage drinking down almost two thirds in England in the same period.  

With a Challenge 25 option introduced as well and subsequently rolled out across Scotland, the poster campaign is a simple but crucial reminder to ask for ID. It has become synonymous with supporting venues to easily and confidently support responsible drinking and avoid the sale of alcohol to under-18s.