Reducing

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RTR%202015%20Annual%20Report%20FINAL

Reducing

YOUTH ACCESS

TO TOBACCO

Annual Report of activity in 2015


Foreword by Suleman Khonat

Chairman of the

Tobacco Retailers Alliance

I welcome this innovative scheme to help combat

the serious problem of children getting access to

tobacco and other age-restricted products.

It is vital that retailers and manufacturers, as well as

national and local government take concerted action –

and this scheme, with backing from three major tobacco

manufacturers, supports retailers to do just that.

Of course, there will remain a small number of retailers

who knowingly flout the law, and Trading Standards

officers will continue to root them out, but the results

of the Responsible Tobacco Retailing programme shows

the importance of proper training for retailers; many

just need to be reminded of their vital role in protecting

younger consumers.

2


Introduction

The RTR Programme was designed to identify retailers who may

be ‘at risk’ of selling age-restricted products to children, and then

to offer those retailers free-of-charge professional training to help

them improve. Our aim is to support these retailers in fulfilling

their responsibilities so they can avoid the need for enforcement

action and ultimately to reduce children’s access to age restricted

products. None of the retailers have broken the law.

The programme was created by three of the UK’s largest tobacco

manufacturers; JTI, Imperial Tobacco Limited and Philip Morris

Limited. All three are committed to supporting retailers to prevent

under-age sales, but all three acknowledge that ultimate success

in eliminating children’s access to tobacco will depend on all

elements of society working together. The RTR Programme

is a step along that road.

This first annual report sets out our work in 2015, including

4815 test-purchases and 677 compliance advice visits to

‘at risk’ retailers in seven of the UK’s eleven regions – with rollout

to the rest of the UK already underway in 2016. Our results

tell an important story: We are reassured that our programme is

reaching the retailers who need it most because less than 13% of

the retailers to whom we provide compliance advice have any sort

of documented training of their own. And, more importantly, we

have seen consistent improvements in standards as a result of

our work – an average improvement of 19.6% in 2015.

Clearly, there is more work to be done – and we cannot expect to

tackle this problem overnight – but we are making real progress.

That’s why we plan to make our programme a long-term part of

the future of tobacco retail in the United Kingdom. By working

together with retailers we will raise standards and reduce children’s

access to age-restricted goods.

3


Overview

How the scheme works

ROUND 1 VISIT

(SECRET)

ROUND 2 VISIT

(NOTIFIED)

R E T A I L E R , S Y M B O L , I N D E P E N D

RETAILER

RANDOMLY

SELECTED

TEST PURCHASE

BY 18/19 YEAR OLD

MYSTERY SHOPPER

RESULT LETTER

TO RETAILER

AT RISK

RE TEST

PURCHASE

FOR ‘AT RISK’ PREMISES

RESULT TO

RETAILER

AT RISK

PUBLIC

ANNOUNCEMENT

IN EACH REGION

COMPLIANT

RETAILER ‘AT RISK’

If they sell tobacco to the

18/19 year old mystery

shopper without asking for

official ID

COMPLIANT

COMPLIANT

OFFICIAL ID

COMPLIANT

Our aim is simple:

Reducing youth access to tobacco

Our analysis has identified that small and independent retailers

often don’t have the resources to provide the same kind of

high quality staff training and compliance monitoring as larger

businesses.

4


COMPLIANCE VISIT

E N T S , F O R E C O U R T S

QUALIFIED

TRADING

STANDARDS

ADVISORS

VISIT • TRAIN • ADVISE

COMPLIANT

WRITTEN

COMPLIANCE

REPORT

SENT TO

RETAILER

IDENTIFIES BEST

PRACTICE &

ANY AREAS FOR

IMPROVEMENT

SIGN POSTING

TO FURTHER

LEARNING

OPPORTUNITIES

MONITORING

TEST

PURCHASING

PUBLISH

ANNUAL

REPORT

Our objectives are clear:

1 2 3 4

To reduce the

number of

legitimate retail

premises judged

as being ‘at risk’

of selling tobacco

to youths.

To improve

overall levels of

compliance at

legitimate retail

premises with

tobacco control

legislation.

To support

independent

retailers with

training and

materials.

To ensure

effective

communication of

the programme

and its results as

a beacon of best

practice within

the industry and

in other markets.

5


Results

Although this is the first full year of operating the

Responsible Tobacco Retailing programme, we are

starting to see improvements already.

OVERALL IMPROVEMENT

AVERAGE RESULTS FOR

2015

46%

BEFORE

55%

AFTER TAKING PART

The percentage

shown are the

proportion of

retailers that had

correctly sought

official ID from

the 18/19 year old

mystery shopper

before completing

the sale in

accordance with

a challenge 21/25

policy.

19.6% IMPROVEMENT IN PERFORMANCE

PERFORMANCE

BY TIME OF DAY

48%

63%

53%

45%

Forecourt

51%

Post Office

57%

Off-Licence

59%

PERFORMANCE BY SHOP TYPE

6


STAFF TRAINING

The key to high compliance rates is

proper staff training.

Our results show that far too many of the

retailers who have been identified as ‘at risk’

are not providing formal, documented training

for their staff.

Every store we identify as ‘at risk’ is provided

with a FREE compliance advice visit by a

qualified trading standards professional,

to improve standards, highlight best practice

and identify areas for improvement.

N=677

PERFORMANCE BY

GENDER OF MYSTERY SHOPPER

53%

54%

VISITS

59

19 or

Under

VISITS

863

In their

20’s

VISITS

1277

In their

30’s

VISITS

1407

In their

40’s

VISITS

1017

50+

56% 53% 57% 55% 50%

PERFORMANCE BY AGE OF SERVER

7


Overall analysis

This provides a more detailed

analysis of compliance at

premises identified as ‘at risk’

and recieving a visit from a

qualified trading standards

professional.

63.2%

OF THE ‘AT RISK’ SHOPS

WE VISITED WERE ALSO

LICENSED TO SELL ALCOHOL

N=677

AGE VERIFICATION

POLICY

OF ALL ‘AT RISK’ RETAILERS

WE VISITED HAD NO WRITTEN

AGE VERIFICATION POLICY

OF THE ‘AT RISK’ PREMISES WE

VISITED THAT WERE LICENSED TO

SELL ALCOHOL HAVE NO WRITTEN

AGE VERIFICATION POLICY

CHALLENGE POLICY

57.6%

USE AGE 18 AS THEIR POLICY

FOR CHALLENGING FOR ID

22.0%

USE AGE 21 AS THEIR POLICY

FOR CHALLENGING FOR ID

20.4%

USE AGE 25 AS THEIR POLICY

FOR CHALLENGING FOR ID

COMPLIANT

DISPLAYS

96.0%

NON

COMPLIANT

4.0%

OF THE ‘AT RISK’

PREMISES VISITED

WERE NOT DISPLAYING

A STATUTORY TOBACCO

NOTICE

FROM 6TH APRIL 2015

WE ALSO ASSESSED

COMPLIANCE WITH THE

TOBACCO DISPLAY BAN

REFUSALS REGISTERS

HAVE NO REFUSALS

REGISTER IN PLACE

HAVE A WRITTEN REFUSALS

REGISTER IN PLACE

ELECTRONIC POINT-OF-

SALE REFUSALS REGISTER

8


DUE

It

, s not personal

It

, s the law!

noidenosale.com

Warning notices

In addition to providing proper, documented

training for their staff, our results show that

retailers should take care to display adequate

warning notices both outside and inside

their premises. Warning notices create an

expectation that younger customers will be

asked for ID, and serve to remind staff of

their responsibilities.

“No ID, No Sale!” packs are free to order, and

contain lots of the materials that retailers need.

More than 11,000 have already been distributed

free of charge to retailers in 2015.

NOTICES INSIDE

NOTICES OUTSIDE

Adequate Warning

Adequate Warning

40.8% 44.9%

Inadequate Warning

36.3% 38.1%

Inadequate Warning

14.3%

No Warning

25.6%

No Warning

IT IS ILLEGAL

TO SELL TOBACCO

PRODUCTS TO

ANYONE UNDER

THE AGE OF 18

DILLIGENCE

ADEQUATE WARNING

NOTICES ARE:

Conspicuous on entry

Clear

Current

Sufficient for size of premises

79


Communication

We use the trade media and local press to

raise awareness of our campaign as we

enter each new region of the UK. We have

also written to MP’s, retail symbol groups

and local trading standards teams.

See what the

press said about

our recent

endeavours...

10


Rollout

Our programme started in North

West England and is gradually being

rolled out across the country over

the course of a two-year roll out

programme.

Regional results so far

North West

55%

National

Average 2015

Pass Rate

54%

Yorkshire & Humberside

47%

North East

48%

East Midlands

57%

West Midlands

54%

East of England

76%

Wales

50%

Where next

in 2016/17

South West

Scotland

Nothern Ireland

London & the South East

11


Responsible Tobacco Retailing

is a collaboration between:

JAPAN TOBACCO

INTERNATIONAL

IMPERIAL TOBACCO

LIMITED

PHILIP MORRIS

LIMITED

A company, known

in the UK as Gallaher

Ltd, registered in

England and Wales

under company

number 01501573

whose registered

office is at Members

Hill, Brookland Road,

Weybridge, Surrey,

KT13 0QU

A company registered

in England and Wales

under company

number 01860181

whose registered office

is at 121 Winterstoke

Road, Bristol, BS3 2LL

A company registered

in England and Wales

under company

number 03619145

whose registered office

is at 10 Hammersmith

Grove, London W6 7AP

This programme has been commissioned by the above tobacco manufacturers to provide support and

assistance to retail partners. The tobacco industry have had no involvement in the random selection of the

independent retailers visited. The mystery shopping visits are carried out independently by Serve Legal Ltd and

the participating companies have had no influence over the results identified. The compliance support visits are

carried out independently by Under Age Sales Ltd using fully qualified trading standards professionals and the

participating companies have had no influence over either the advice provided or the issues identified.

Enquiries regarding this report may be directed to

info@responsibletobaccoretailing.com

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