Don't Buy for Minors and Check 25 Campaign

The Nova Scotia Liquor Corporation is making it difficult for minors to get alcohol.

In an ongoing effort to heighten awareness of the problem of underage drinking, and to deter second-party purchases, The Nova Scotia Liquor Corporation (NSLC) is stepping up its Don't Buy for Minors and Check 25 ID campaign for the week of March 10 to 14, the March school break.

The campaign, first introduced in the mid 1980s, involves liquor store staff conducting aggressive ID checks. Newspaper and TV ads, in-store posters and buttons worn by store staff promote the message that it is illegal to sell to, or buy for, minors.

As part of the campaign, the liquor corporation will be using the Check 25 program. In this program, liquor store customers who appear to be aged 25 or younger are asked to provide proof of age. Individuals must be 19 or older to purchase alcohol in Nova Scotia.

"Not only do we want to verify that they are of legal drinking age, but we want to raise awareness on issues surrounding underage drinking and buying alcohol for minors," said John Strickey, vice-president of merchandising and marketing.

All liquor store employees take an active role in making the campaign a success. In 2002, staff at liquor stores asked more than 270,000 customers for legal identification. More than 16,280 customers were turned away as a result of inadequate identification. Others were questioned if it was suspected they were buying alcohol for minors.

Staff participate in a province wide training program designed to improve skills on ID challenges and customer service.

"Our store employees work hard to support and manage our socially responsible retailing programs," said Ken Barbet, vice-president of operations and development. " It is our staff's efforts that have made the campaign so successful."

The liquor corporation will challenge more than 300,000 customers with ID checks in its retail stores this year.