Challenge 25 is a retailing strategy that encourages anyone who is over 18 but looks under 25 to carry acceptable ID (a card bearing the PASS hologram, a photographic driving license or a passport) if they wish to buy alcohol. Introduced as Challenge 21 in 2006, Challenge 25 rolled out in the off trade in 2009.

To learn more about the campaign, visit: https://rasg.org.uk/about/