The Scottish Beer & Pub Association (SBPA) launched the Challenge 25 as a voluntary scheme in 2011 for the country’s pubs, bars and night clubs as.

On 1 October 2011, the under the terms of the Alcohol Etc. (Scotland) Act 2010, Challenge 25 became a mandatory condition for all of Scotland’s 15,000 licensed premises by law. It meant that all licensed premises must have in place an age verification policy, which requires operators and their staff to ask customers who look twenty-five years or younger to produce identification proving that they are aged eighteen or over, before being allowed to make a purchase of alcohol.

Ahead of the Challenge 25 becoming a legal requirement, the SBPA distributed 25,000 Challenge 25 posters, 55,000 badges and thousands of Guide documents to pubs in Scotland to support the introduction of the scheme.

After 12 years of the scheme, in October 2023, the SBPA released an updated poster which can be downloaded below.