Ireland has strict laws and regulations governing the sale of age-restricted products, making it imperative for retailers to be fully aware of their obligations. After all, failure to do so means the penalties handed down can adversely impact a business.
Mary McDonald, regional director of operations at retailer Circle K Ireland, said this was why many businesses, including Circle K, use the ‘Show Me ID – Be Age OK’ training module to ensure that staff are adequately trained.
A 24-7 platform, accessible to all businesses selling age-restricted products, Show Me ID – Be Age OK reflects the reality that retailers face: gone are the days when guesses were enough for the sale of alcohol, tobacco and other restricted products.
“There are serious consequences for retailers who breach the laws pertaining to age-restricted products,” McDonald said.
“Retailers who sell age-restricted products to minors can face penalties ranging from fines to prison sentences because of their non-compliance with the law. If a retailer repeatedly violates age-restricted product sale laws, their licence to sell these products could be suspended or revoked entirely.”
The law in this area is evolving all the time too, she said.
“For instance, a new retail licensing system for tobacco and vaping products will be rolled out by the government. Breaching the ban on underage vape sales carries heavy consequences, including fines of up to €4,000 and prison sentences of six months.
“By providing training on what to do when unsure about selling age-restricted products to a customer, Show Me ID helps retail staff to avoid these risks and be confident that they are complying with the law.”
The platform consists of a training module that can be found on the Show Me ID website, and some of the segments are interactive and place staff in roleplay scenarios, where they have to make a decision on whether to sell an age-restricted product or not.
The module takes around five minutes to complete and can be undertaken on a mobile device such as a phone, laptop or tablet, McDonald said.
“The ease of access has made this training convenient and popular, while protecting the employee and the business. Show Me ID also runs regular competitions for those who complete the module, which adds a fun incentive for retail staff to do the training and improve their retail skills,” she said.
While many of us understand the rules in a general sense, the training module went into the detail retail workers need, McDonald said.
Retail stores are often right in the heart of their communities and have a responsibility to uphold the law and protect young people
“The Show Me ID training module trains staff on the acceptable forms of identification, which include the Garda Age Card, a driver’s licence and a passport. It is also important that staff are alert to counterfeit forms of identification that minors may try to use so that they can purchase age- restricted products.”
In addition, she said, rules change, as indeed do products.
“While the laws around alcohol, tobacco and lottery tickets have been long established in law, the sale of vapes to minors has only been prohibited since December 2023,” she said.
Overall, the interactive training provided by the Show Me ID programme has been greatly beneficial to Circle K staff, McDonald said.
“It perfectly complements the range of training we provide. The online module has helped our staff to be aware of challenging situations, so they are familiar with what to expect.”
The response has been positive across Circle K stores, McDonald said, and the Show Me ID - Be Age OK programme has helped to raise awareness of the laws and regulations governing the sale of age-restricted products among staff, giving them the tools and confidence they need to enforce these laws.
Indeed, McDonald said that there was a broader imperative to get things right, given that the role of retailers goes beyond commerce.
“Retail stores are often right in the heart of their communities and have a responsibility to uphold the law and protect young people. The ease of access to innovative training that the Show Me ID module provides means retail staff can play their part in upholding this duty.”