The Show Me ID - Be Age OK campaign aims to help retailers prevent the sale of age restricted products to underage minors
Jun 13 2012
Shop owner, Jimmy Farrell, JTI general manager, John Freda and the Minister for Children and Youth Affairs, Frances Fitzgerald, highlight the campaign
The Show Me ID - Be Age OK Awareness Week took place from the 28 May to 3 June. It was launched by Minister for Children and Youth Affairs, Frances Fitzgerald, with the aim of preventing the sale of age restricted products to underage minors.
Speaking at the event Minister Fitzgerald welcomed the campaign saying: “It is an extremely valuable step in preventing the sale of age restricted products to children. It is important to assist those at the front line, the retailers, by giving them easy access to support materials and information. I am very pleased that all trade associations involved have been able to do this with the Show Me ID- Be Age OK campaign”.
The campaign is supported by the CSNA (Convenience Stores and Newsagents Association), RGDATA, NFRN (National Federation of Retail Newsagents), JTI Ireland (Japan Tobacco International), the VFI (Vintners Federation of Ireland), NOffLA (National Off-Licence Association) and the SDC (South Dublin Chamber of Commerce).
To promote the initiative a nationwide media campaign has been rolled out. Resource materials and a staff training programme are available onwww.showmeid.ie which aims to advise retailers how to avoid the underage sale of tobacco products.