Retail theft in the UK is evolving rapidly. Policies like Challenge 25, crucial for regulating age-restricted sales, have become standard practice. Yet, many convenience store owners are questioning: Are these checks inadvertently creating vulnerabilities in daily operations?

Understanding Challenge 25

Challenge 25 mandates that store staff request valid ID from customers who appear under 25, even though the legal age for buying restricted products like alcohol, tobacco, and vapes is 18. This proactive approach has significantly reduced underage sales, making it an essential tool in responsible retailing.

However, in 2025, convenience store retailers across the UK have started noticing unintended consequences and loopholes being exploited by shoplifters.

The Hidden Risks Behind Age Verification

1. Distraction Leading to Increased Theft

Performing age checks requires focused attention from staff—verifying IDs, resolving disputes, and managing checkout queues. During these critical moments, thieves often exploit reduced store vigilance to commit opportunistic theft elsewhere in the store.

2. Proxy Purchases Undermining Effectiveness

Proxy purchasing, where adults buy age-restricted products on behalf of underage individuals, has grown more common. Although IDs are checked, the underlying intention of Challenge 25 is compromised, making enforcement increasingly difficult.

3. Compromised Staff Safety

Tensions around ID verification have escalated into verbal abuse or aggression toward retail workers. Employees, particularly those working alone or during busy hours, sometimes feel hesitant to enforce the policy rigorously, potentially increasing vulnerability.

4. Inconsistent Enforcement Creates Loopholes

The application of Challenge 25 varies significantly between stores—some apply it rigorously, others casually. Such inconsistency provides shoplifters with exploitable gaps and weak spots in store security.

How UK Retailers Are Responding in 2025

Retailers today are turning to smarter tools to improve how they manage age-restricted sales. Visu.ai’s Age Watch performs automated, anonymous age verification—triggering real-time alerts when an ID check is required, so staff can enforce age-restricted sales confidently without compromising customer privacy or experience.

Here’s how Visu.ai’s Age Watch works:

• Simple Setup : Just download the app on any Android device and start using it—no complex integrations required.

• GDPR-Compliant Design :Privacy-first. No personal data is stored or transmitted.

• Detailed End-of-Day Logs :Daily reports show all age-verification checks—both accepted and refused—helping management monitor compliance and trends.

• Built for Staff, Not Just Systems :Age Watch streamlines the verification process so staff can focus on service, not stress.

By removing the guesswork and enabling accountability, Age Watch makes it easier for retailers to uphold age-verification policies consistently—without disrupting customer experience or overburdening staff.

Why Addressing This Matters

Retail theft has risen sharply by over 20% year-on-year, significantly impacting convenience stores. Shrinkage from theft, proxy purchases, and hesitation during age checks directly affects profitability and store safety.

The Path Forward

Challenge 25 remains vital, but retailers must adapt their strategies to keep pace with evolving threats. Integrating advanced technology alongside comprehensive training and consistent enforcement policies will ensure a safer and more secure environment for both employees and customers.