The number of shops that sell alcohol to underage test purchasers has been dramatically reduced following a concerted six-month campaign by Trading Standards in the North West (TSNW).
The campaign targeted retailers, including supermarkets, after a survey last summer revealed that almost 35% of the 14-15 year old 'secret shoppers' recruited by Trading Standards Officers were sold alcohol illegally.
In the latest round of checks the figure reduced by half to 17%. Cumbrian retailers followed the same trend - there was a reduction in sales from 25% in the summer to 12% during the latest campaign.
In recognition of this, Trading Standards North West has been presented with a national award by the Home Office for its innovative and creative use of enforcement tactics. The work formed part of the Government’s Alcohol Misuse Enforcement Campaign (AMEC) and involved police and Trading Standards across the country.
Phil Ashcroft, Head of Cumbria Trading Standards said: “Our results in the summer forced retailers to think again about their approach to underage sales and I am delighted that they have responded positively. We will be keeping up the pressure on them to further eliminate the sale of alcohol and other restricted goods to children.”
Despite the success of the crackdown, there remains work to be done. In a survey undertaken by TSNW, more than 80% of children in the North West drink regularly, the highest rate in the country and more than 50% buy their own alcohol from licensed outlets –again the highest rate in the country.
Mr Ashcroft added: “We hope to have made even more of an impact when we repeat the survey later this year. However we recognise that there is still much more work to be done and our efforts will continue to eradicate this problem.”