RETURN TO INTRODUCTION TO BEST PRACTICES

In Store Materials

Prominently display proper signage.

Retail outlets have a reputation in the eyes of minors as either being an easy or difficult place to buy tobacco. Minors may often “check out” a store prior to attempting a purchase. Prominently posted signage – such as decals, posters and buttons - that read “Under 18, No Tobacco: We Card” sends the message to customers that your store intends to ask for identification. Signs also serve as a constant reminder to clerks to ask for ID and refuse underage sales. If your state requires a specific sign, be sure to post this sign to comply with state law.

Use point-of-sale materials effectively.

Effective point-of-sale materials will provide employees and
customers with important reminders about the state law and/or store policies and will also help employees determine if a customer is old enough to make a purchase. In a hurried environment, cashiers may make mistakes if left to calculate age on their own. Studies have also shown that many cashiers will ask for ID but then not check the age. An age-of-purchase calendar, such as the one provided by the We Card program, helps take the math out of age verification. Be sure to clearly explain to cashiers how the calendar works.

Call We Card to order age-of-purchase calendars, counter signs, or register decals. Make sure these materials are available at every register.

Consider purchasing an electronic age verification device(EAV) and/or scanner prompts for all registers.

Use of electronic age verification devices and/or scanner prompts or locks can ensure cashiers verify age before completing a transaction. Electronic age verification machines automatically read birth dates off of drivers licenses and identification cards. While not all states have coded magnetic stripes, more and more are including them on licenses. Scanning systems prompt cashiers for a date-of-birth when an age restricted product is scanned.

IMPORTANT: Remember to continue to train retailers on the best ways to use software prompts or EAVs. While useful, clerks still need to be trained on how to examine IDs to make sure the ID belongs to the purchaser.