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National ‘Show Me ID – Be Age Ok’ Campaign Launched In Reagan’s SuperValu Firhouse

By Sarah O'Sullivan
National ‘Show Me ID – Be Age Ok’ Campaign Launched In Reagan’s SuperValu Firhouse

The 2024 ‘Show Me ID – Be Age Ok’ national campaign was launched this week by the mayor of South Dublin County Council, Councillor Alan Edge.

The launch of the campaign at Regan’s SuperValu in Firhouse coincided with the start of the Easter holidays.

The campaign aims to encourage retailers to maintain high levels of compliance around age-restricted products.

This includes alcohol, tobacco products, lottery tickets and vaping products.

This year’s campaign has put a special emphasis on vaping products in response to a ban on these products for minors in late December.


Failure to comply with the ban could result in fines of up to €4,000 or up to six months in prison.

Store owners have also been warned that underage test purchasers may be sent from the HSE to verify compliance with the new laws.

The initiative encourages staff to undertake online training, which will quiz them on possible scenarios they may enocunter in implementing ‘Show Me ID’.

Included in the official module are examples of a minor attempting to make a purchase or presenting an unacceptable form of ID.

‘Protect Minors’

At the launch, Edge spoke of the importance of the campaign.


He said, “I am proud to launch this year’s ‘Show Me ID – Be Age Ok’ campaign nationwide today, shining a light on the responsibility incumbent upon retailers to protect minors in local communities from alcohol, tobacco, lottery tickets and vaping products.

“Given the two-week school break for the Easter holidays, this is an important time for retailers and traders of age-restricted products to stay vigilant and maintain high standards of compliance.”

The store manager at Regan’s SuperValu Firhouse Alan O’Donnell said, “The team at Regan’s SuperValu Firhouse are huge advocates of the ‘Show Me ID – Be Age Ok’ training programme, and we have seen huge benefits from incorporating it into our staff training processes.

“Our store, like many others, is an important part of the local community, so it is vital that we protect minors by upholding high standards and complying with the law.”

O’Donnell concluded, “I would encourage all retail and hospitality staff nationwide to visit the Show Me ID website – on their phone, tablet or computer – and earn their certificate as a responsible trader.”

Read More: SuperValu And GIY To Empower 50,000 Children To Grow Own Food

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