CHECK 25 PROGRAM LAUNCHED

The Saskatchewan Liquor and Gaming Authority (SLGA) is boosting its liquor store identification program with the launch of Check 25.

Check 25 is an in-store identification program which will assist SLGA liquor store staff in preventing minors from purchasing alcohol from SLGA stores.

Anyone who appears to be under the age of 25 years will be required to show either a photo identification, with a birth date, or three other pieces of identification, at least one of which must have a birth date.

“I am very pleased SLGA is launching this program, especially at the start of this busy time of year for get-togethers and socializing,” Minister responsible for SLGA Deb Higgins said. “Programs like this one are used successfully in most other jurisdictions across Canada. We believe Check 25 will help SLGA meet its commitment to the socially responsible sale of alcohol, and reduce the number of young people who access alcohol illegally in the province.”

SLGA will be raising awareness with 20-somethings about the need to bring appropriate identification to the liquor store through an awareness campaign with the tagline “Got the IDea? We need it”. SLGA will promote the program through radio ads across the province beginning May 15. Print ads will also be featured in youth and post-secondary publications and select weekly newspapers. SLGA liquor stores will promote the program in-store through messages on bags and till tapes, posters, till danglers and counterminders.

“While SLGA store staff have always asked for identification from customers who appear to be under the legal drinking age of 19, this program improves SLGA’s efforts to prevent minors from accessing alcohol, by increasing the number of people who will be asked for identification,” Higgins said.

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