TORONTO, March 6, 2013 /CNW/ - Is your I.D. ready to show? If you're 25
or younger and making a purchase at the LCBO, don't wait to be asked
for valid identification by a staff member. LCBO is advising
younger-looking customers to have their valid I.D. in-hand when
approaching the checkout.
It's the latest step in the evolution of the LCBO's longstanding Check 25 program, in which customers who are 25 or younger should be prepared to
show proof of age to increase the likelihood of keeping beverage
alcohol out of the hands of minors (those under 19). LCBO staff have
traditionally initiated age verification by asking to see valid I.D. at
the checkout. It will now be standard practice for customers between
the ages of 19 and 25 to have their valid I.D. ready for checking.
The enhanced Check 25 program is supported by bold signage at entrances, cash registers and
elsewhere in stores. Starting in 75 GTA-area stores, these signs will
be rolled out across the 631-store LCBO network in the coming weeks.
Store PA systems will also remind customers who are 25 or younger to
have their valid I.D. ready to show at the checkout. The announcements
will increase in frequency during the busiest periods.
"Store managers and staff have told us how successful the PA
announcements have been in areas with large student populations, so it
makes good sense to expand it across the network," said Bob Clevely,
senior vice president, Retail Operations. "There have been instances
where younger customers have put products back on the shelf and left
the store without making a purchase as a result of hearing the 'have
your I.D. ready' announcement."
Preventing sales of alcohol to minors and those who appear intoxicated
is a year-round responsibility LCBO employees take very seriously.
However, refusing a sale can be a challenge. In fact, more than 60 per
cent of all staff incident reports stem from negative reaction to a
service refusal, and frequently result in verbal and on occasion
physical abuse of staff. LCBO expects the shift to having valid I.D.
ready will help reduce such incidents, and contribute to keeping
alcohol out of the hands of minors.
LCBO has a strong track record when it comes to responsible retailing.
In 2011-12, LCBO retail staff challenged more than 6.3 million people
who appeared underage or intoxicated. More than 290,000 were refused
service; 84 per cent of refusals were for reasons of age. Year to date,
retail staff have challenged almost 7 million customers, and lack of
valid I.D. continues to be the primary reason for refusal.
"It's in everyone's interest to keep alcohol out of the hands of minors,
and we appreciate the public's understanding and support for our
enhanced Check 25 program," added Mr. Clevely.
(Please see attached backgrounder for more information about LCBO's
Check 25 program and commitment to responsible retailing).
(Photos of the "25 or under? Have your I.D. ready" artwork are available
BACKGROUNDER: LCBO'S "25 OR YOUNGER? HAVE YOUR I.D. READY" PROGRAM
LCBO's Check 25 Program
LCBO's year-round Check 25 program is a core responsible retailing program that helps prevent
sales to minors (those aged under 19) by checking the I.D. of anyone
who looks younger than 25. This six-year "buffer" encourages retail
staff to check for I.D.
Preventing sales to minors is an everyday, year-round responsibility
LCBO employees take very seriously.
This longstanding program is now evolving by asking those customers who
are younger than 25, or appear to be, to have their valid I.D. ready to
be checked. Previously, LCBO staff asked customers to show I.D. at the
checkout if they questioned their legal drinking age.
The Check 25 signage will be in LCBO's 631 stores across Ontario, starting in 75 GTA
stores this week.
LCBO's Check 25 program now features the tagline: "25 or younger? Have your I.D.
This change aims to build further awareness among LCBO customers of the Check 25 policy, encourage individuals to be proactive and have their I.D. ready
if they are or look younger than 25, and to help LCBO staff ensure that
alcohol is not sold to minors.
New visual and audio materials in LCBO stores include English and French
elements such as:
announcements on the PA system
signs attached to cash register screens
cash counter decals
shopping cart signs
reminder signs throughout the store
LCBO's Challenge & Refusal Program
As part of LCBO's commitment to responsible service, Check 25 is complemented by the organization's Challenge & Refusal Program which aims to prevent sales to minors and those who appear
In Ontario, it's illegal to purchase or consume alcohol before the age
In 2011-12, LCBO staff challenged 6.3 million individuals, for failing
to produce valid I.D., appearing intoxicated or attempting to purchase
for a minor or an impaired individual. More than 290,000 people were
refused service, with 84 per cent for reasons of age. So far this year,
LCBO retail staff has challenged almost 7 million customers and lack of
valid I.D. remains the primary reason for refusals.
LCBO Employee Training
Every LCBO Retail Store employee serving the public takes part in the
organization's Challenge & Refusal: It's not Personal. It's the Law. training program. It trains staff on how to deal with customers who
appear intoxicated or underage, second-party purchasers (those buying
alcohol for someone not legally entitled to purchase it) and difficult
refusals at the checkout counter.
Refresher employee training is carried out prior to the holiday period
and routine practice updates are provided at other key times of the
year or as needed.
Valid Forms of I.D. in Ontario
In order to be valid, identification must:
Have been issued by a government;
Be current (expired I.D. is not valid):
Include the person's photograph;
Include the person's birth date.
Currently, there are eight forms of prescribed I.D., which include:
Ontario Driver's Licence, LCBO's Bring Your Identification (BYID) Card,
Canadian Passport, Canadian Citizenship Card, Canadian Armed Forces
Identification Card, Certificate of Indian Status Card, Permanent
Resident Card and Ontario Photo Card.
Working with the Community
LCBO works both independently and in partnership with a variety of
provincial and national organizations including MADD Canada, Parent
Action on Drugs (PAD) and the Centre for Addiction and Mental Health
(CAMH) to help youth make informed, factual choices about beverage
For more information about LCBO's responsible retailing initiatives,
For further information:
Heather MacGregor, LCBO Media Relations Co-ordinator
Tel. 416 864-6772; Cell. 416 587-3729;
Stephanie Petroff, LCBO Senior Communications Consultant
Tel: 416 864-6792;