The somewhat cumbersomely titled ‘Show Me ID - Be Age OK Awareness Week’ has been launched by Minister for Children and Youth Affairs Frances Fitzgerald TD with the aim of preventing the sale of age-restricted products to underage minors.
May 28 2012
The campaign has the support of the Convenience Stores and Newsagents Association (CSNA), the representative organisation for independent family grocers (RGDATA), the National Federation of Retail Newsagents (NFRN), Japan Tobacco International (JTI Ireland), the Vintners Federation of Ireland (VFI), the National Off-Licence Association (NOFFLA) and the South Dublin Chamber of Commerce (SDC).
Speaking at the launch Minister Frances Fitzgerald welcomed the campaign saying “It is important to assist those at the front line, the retailers, by giving them easy access to support materials and information. I am very pleased that all trade associations involved have been able to do this with the Show Me ID - Be Age OK campaign”.
‘Show Me ID – Be Age OK’ was first launched in July 2010 and since then the initiative has grown to become the youth access prevention programme of choice for many retailers nationwide.
In order to promote the Show Me ID Awareness Week a nationwide media campaign will be rolled out. A campaign poster will appear on over 1,200 tobacco vending machines around Ireland, a Show Me ID-branded token for cigarette vending machines will be distributed in bars and restaurants and Show Me ID promotional packs including folders, t-shirts, caps and badges will also be provided to retail stores across the country.
Resource materials and a staff training programme are available on www.showmeid.ie which aims to advise retailers how to avoid the underage sale of tobacco products.