Show Me I.D – Be Age OK have today (Wednesday 8 June) launched their Summer Campaign to reinforce the importance of age checks when selling age-restricted products, including alcohol, tobacco and vapes, nicotine pouches and lotto products, throughout what is expected to be a busy trading period.

The campaign was launched by Mayor of Waterford, Cllr Seamus Ryan, at Londis Cleaboy, Waterford alongside store general manager, Edgar Kolodziej.

The free Show Me I.D programme ‘provides retail and hospitality staff with practical guidance on age verification and the responsible sale of age-restricted products’.

Free online training

The free online training module helps staff recognise when to request identification, identify acceptable forms of I.D. and manage situations where a customer may be underage.

More than 2,000 retail and hospitality staff completed the training module in 2025.

Available on a computer, tablet or smartphone, the training allows staff to refresh their knowledge at any time and build confidence when carrying out age-verification checks.

To encourage participation, the Summer Campaign includes a competition for retail and hospitality staff who complete the training module.

Participants can enter a draw to win a €100 One4All gift card, with entries closing 6pm (today) Wednesday 8 July 2026.

Speaking at the launch, Kolodziej, said: “Summer is one of the busiest times of the year for retailers, with increased footfall and higher demand for products such as alcohol and other age-restricted goods.

“That makes it especially important that staff are prepared and confident when it comes to checking identification and managing age-restricted sales.

“At Londis, we are committed to responsible retailing and ensuring our team has the knowledge and support they need to carry out these responsibilities effectively.

“The Show Me I.D training is a valuable resource that helps staff refresh their knowledge and stay up to date with best practice. We would encourage retailers across Waterford to get involved and support the campaign this summer.”

Vigilance ‘essential’

Commenting, Mayor of Waterford, Cllr. Seamus Ryan, highlighted that as temperatures rise and alcohol sales typically increase during the summer months, it is essential that businesses remain vigilant and that staff feel confident in requesting identification where appropriate.

“The Show Me I.D programme provides practical training and guidance to help employees make informed decisions, comply with the law and contribute to protecting young people from underage access to age-restricted products,” he said. 

“I would encourage businesses to engage with the programme and support their staff in carrying out age verification checks.”

For more information about the campaign, including to access the free training module and enter the competition, please visit the Show Me I.D website here.

Read more: Minister Marian Harkin launches ‘Show Me I.D – Be Age OK’ Spring Campaign in Sligo

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