‘Show Me I.D’ campaign boosts vigilance
Emer Currie, assistant Government chief whip and Fine Gael TD for Dublin West, has today (3 July) launched the 2025 Show Me ID Summer Campaign at Londis Racecourse Foodhall, Castleknock, Co. Dublin, showing her support for the country’s largest responsible retail and hospitality training programme.
(L-R) Emer Currie TD, staff at Londis Dasha, and John O’Sullivan, assistant manager, Londis
The ‘Show Me ID – Be Age OK’ online training module educates retailers and hospitality staff nationwide on maintaining high standards of compliance regarding age-restricted products.
These include alcohol, tobacco products, lottery tickets, and vaping products.
The training module 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.
‘Show Me ID’ is calling on retailers to play their part in preventing underage drinking, smoking, and vaping in their communities by always asking for ID if unsure and refusing a sale if they have any doubts over legal age.
Last year, there were 537 completions of the Show Me ID training module.
The competition has been launched and will be active until Friday, 1 August at 6pm.
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 during the competition period to update retailers on proper sales practices for age-restricted products.
Speaking at the launch today, Deputy Currie said: “Every year, Show Me ID puts great effort into educating retail and hospitality staff about how critical it is that they always ask for ID when selling age-restricted products.
“As the school summer holidays are here, the Show Me ID training is more important than ever as staff may find themselves in these situations more often than the rest of the year.”
She added: “As this Government continues to support the Irish retail sector, initiatives like Show Me ID will be vital to help with maintaining high standards of sale and reminding the sector of its legal responsibilities.
“The full buy-in into this from the sector so far, shown through the success of the Show Me ID programme, shows great promise for future progress.”
Jonathan Gillan, owner of Londis Racecourse Foodhall, said: ‘The Show Me ID training module is an easy and interactive way of educating staff on the strict legal standards around the sale of age restricted products.
“We have always encouraged staff to ask for ID if ever they are unsure of a customer’s age, and it is encouraging to see that retail staff all over Ireland have a simple online tool they can access to help them make the proper judgement.”
