20 years on from the launch of the Challenge 21 campaign, the organisation heralds the positive impact of the campaign and restates the sector's commitment to champion responsible drinking.  

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.  

The campaign, with a two-pronged approach across England and Wales, and Scotland, and adhering to the requirements of the respective Licensing Objectives ensures a consistent approach when it comes to the avoidance of underage sales and drinking. It also provides important clarity to customers the acceptable forms of age verification ID. 

Karen Tyrell, CEO of charity Drinkaware, said: “The Challenge campaigns are an important part of the BBPA's work to support pubs across the UK in preventing underage drinking. We at Drinkaware are delighted to celebrate this important milestone and will continue to work in partnership with the BBPA to help reduce alcohol-related harm.” 

Now, after two decades the BBPA is reflecting on the campaign's success with a refreshed look and feel to the iconic posters and once again sharing them free of charge for business across the industry to use, available at: challenge21.pub and challenge25.pub, as well as a specific poster for Scotland available at challenge25.scot

Emma McClarkin, CEO of the British Beer and Pub Association said: 

“The Challenge 21 and Challenge 25 campaigns have allowed pubs across the entirety of the UK to serve the public safely and confidently, ensuring the pub remains a welcoming, wholesome place for everyone to enjoy safely whilst providing clarity to customers on acceptable forms of age-verification identification.  

“Our sector is totally committed to building on the success of reduced   underage drinking and will continue to promote safe, responsible alcohol consumption by those of age, while respecting and supporting the right of the general public to enjoy their favourite drinks safely.”