Proof of age scheme PASS launches new identity card

By Gemma McKenna

Published: 06 May, 2014

Proof of Age scheme PASS is launching a new-look card on June 10 which will standardise designs and make recognition easier for retailers.

Proof of age scheme PASS is launching a new-look card on June 10 which will standardise designs and make recognition easier for retailers.

Norman Baker MP, Minister of State for Crime Prevention, will launch the new PASS 18 plus card design at Tiger Tiger in London's West End next month.

PASS chairman Robert Humphreys said: "This will be the most fundamental change to the PASS Proof of Age Scheme since its launch in 2003. During this time over 5 million cards have been issued and the PASS Hologram is widely recognised and accepted in both the on and off-trade. Over the past 18 months we have conducted extensive research with retailers across the UK which has shown that a standardised card design would greatly improve recognition and ease acceptance. We believe that these changes will make PASS the preferred Proof of Age for all age restricted products. "

PASS is the industry-led national proof of age accreditation scheme, supported by the Home Office, the Association of Chief Police Officers and the Trading Standards Institute.

It was launched because fake proof-of-age cards were becoming a widespread national problem, and those who sell illegally to under-age customers are liable to fines and may even lose their licences.

There are currently five national schemes and twelve local schemes which are licensed to issue cards bearing the PASS hologram. Only card schemes which meet the stringent standards required for PASS accreditation are licensed to apply the PASS hologram to their cards. Accredited card schemes are audited on a regular basis by Trading Standards Officers to ensure that they comply with PASS requirements.

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