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• “Younger than 25? Lets see your ID!”
• “Nog Geen 25 Jaar? Laat je legitimatie zien!”
COUNTRY Netherlands
TIMING 2009 > 2014
THEME
Responsible selling/serving

CONTRIBUTOR

  • Bacardi-Martini
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PARTNER(S)

  • CBL (Dutch Food Retail Association) (programme leader)
  • Dutch Ministry of Health, Welfare and Sport
  • Trimbos Institute (National Institute of Mental Health and Addiction)
  • Dutch Brewers Association
  • Wine Industry (The Product Board Wine)
  • Bacardi Nederland (until 2014)
  • Diageo 
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OBJECTIVE

  • To raise consumer awareness of the legal purchase age and to prevent minors from buying alcohol.  
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DESCRIPTION OF THE INITIATIVE

  • The initiative was developed by the Dutch retailers with support of external stakeholders in order to ensure that alcohol is not sold to people under the Legal Purchase Age (LPA).
  • “Younger than 20? Lets see your ID!” (March 2009 to December 2013: from March 2009 consumers that appeared 20 or younger had to show their ID in order to buy alcohol.  Legally it was only required to ask ID if someone looked 16 (LPA for alcohol content below 15%). 
  • “Younger than 25? Lets see your ID!” (from January 2014): in 2014 the LPA was raised from 16 to 18 years for all alcoholic drinks.  This resulted in the age for the show of ID to be raised to 25.  The campaign logo was changed to “NIX18” which is the Ministry of Health campaign.
  • Cashiers receive training in order to follow the requirement.  The online training includes information on the ID requirement and the legislation on the sale of alcohol. From January 2014 8 new “Game Rules” are explained during the training.  If they complete the questionnaire at the end correctly they receive a certificate to show that they know that "Sometimes you have to say no" (“Soms moet je Nee verkopen”). 
  • Consumers are informed about the requirement through a TV commercial, leaflets, posters, stickers and shelf cards.
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IMPACT

  • 187,022 certificates have been issued (until December 2014).  All supermarkets (4,300) take part in the campaign.  
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EVALUATION

  • The November 2014 report by the CBL stated that 62% of cashiers comply with the age limit rules.  This is an increase of over 14% on 2013.  Several chains achieved an 80% compliance rate and higher. 
  • The CBL believes that the positive increase sets the industry to remain ambitious and continue down the same path with staff training, consumer information, the NIX18 campaign and mutual checks.
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