Minister launches ‘Show Me I.D’ campaign
Minister of State at the Department of Finance Robert Troy today (15 September) launched the 2025 ‘Show Me I.D – Be Age OK’ Autumn Campaign in Mullingar, showing his support for the country’s largest responsible retail and hospitality training programme.
The launch of the campaign comes as students return to school and retailers may see an increase in foot-traffic from students.
Retailers across the country are encouraged to maintain high standards of compliance around age-restricted products.
These include alcohol, tobacco products including nicotine pouches, lottery tickets and vaping products.
Retail and hospitality staff are encouraged to complete the ‘Show Me I.D – Be Age OK’ online training module, which quizzes users on potential situations they are likely to encounter in a trading environment.
This includes questions on what best practice is when somebody looks underage, when a minor attempts to purchase an age-restricted product or when an unacceptable form of identification is provided at the point of service.
Retail staff can easily access the module on a computer, phone or tablet.
From the start of the year up to the end of August 2025, 1,407 module completions were recorded so far, a testament to the importance and educational benefits the module provides to retail staff.
The autumn competition has officially been launched today and will be active until 6pm on Monday 13 October.
Any retail or hospitality staff member who completes the training module can enter a competition to win a €100 One4All gift card.
‘Show Me I.D’ will run a concentrated social media campaign while the competition is active, to keep retailers up to date with proper sales practices for age-restricted products.
Show Me ID is also reminding staff not to sell nicotine pouches to under-18s; nicotine pouches are for adults only.
The training module advises participants not to sell them to minors without ID and apply the same standard to all nicotine products to prevent youth from accessing them.
Speaking at the launch today, Minister Robert Troy said “I am delighted to launch the Show Me ID Autumn campaign here in Mullingar.
“The module strikes a balance of digital education and increasing awareness of laws surrounding age-restricted products.
“It is essential that all hospitality and retail staff are aware and educated on the laws surrounding the sale of age-restricted products and that they are confident when following them.
“Initiatives like Show Me ID are vital to this, and the buy-in of the sector, highlighted by the ever-increasing number of completed modules, is really encouraging to witness.”
For more information about the campaign and to access the free training module, please visit the Show Me ID website: www.showmeid.ie.
