‘Show Me I.D – Be Age Ok’ Summer Campaign Launched By Minister Emer Higgins

By Sarah O'Sullivan
‘Show Me I.D – Be Age Ok’ Summer Campaign Launched By Minister Emer Higgins

Today, Emer Higgins TD launched the summer campaign for ‘Show Me I.D – Be Age Ok’ at Circle K in Lucan Village.

Higgins launched the campaign as part of her role as Minister of State at the Department of Enterprise, Trade and Employment, with responsibility for Business, Employment and Retail.

The launch coincides with the last day of the state exams and the start of summer holidays, encouraging staff to maintain high standards of compliance around age-restricted products.

These include alcohol, tobacco products, lottery tickets and vaping products.

Extra Vigilance

The theme of the campaign is extra vigilance around vaping products, in response to the ban of these products to minors in December 2023.


Failure to comply with the new legislation can result in fines of up to €4,000 or up to six months in prison.

The campaign also advises retailers to prepare for the possibility of underage test purchasers from the HSE, to ensure compliance with the new law.

‘Show Me I.D – Be Age Ok’ has an online training module on its website, which quizzes users on potential situations that they are likely to encounter in a trading environment.

Retailers can easily access the module online, and upon successful completion, participants can enter a competition to win a €100 One4All gift card.

‘Prioritise The Protection Of Minors’

Speaking at the launch today, Minister Higgins said, “I am delighted to be here at Circle K Lucan Village to launch the ‘Show Me I.D – Be Age Ok’ summer 2024 campaign.


“This is an important reminder to retailers and small businesses to be aware of the importance of not selling cigarettes, alcohol, vapes or lottery tickets to those under the age of 18.

“The ease of access of the module to retail staff – who can complete the module on phones, laptops or tablets – makes it far easier for the retail sector to be fully aware of the importance of following the law and upholding high standards of sale.”

Mary McDonald, the regional director of operations at Circle K, added, “Selling any age-restricted product to minors is illegal, and stores that break the law could now face serious consequences – such as those outlined in the recent ban on sales of vapes to under-18s.

“At Circle K, we are committed to responsible retailing and have developed the knowledge, systems and the processes to retail age-restricted products in a safe and responsible manner.

“The ‘Show Me I.D – Be Age Ok’ training module will help to reinforce our existing strong practices.


“We recognise the significant role our stores play in local communities, and we prioritise the protection of minors by upholding high standards and complying with the law.

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

Read More: National ‘Show Me I.D – Be Age Ok’ Campaign Launched In Reagan’s SuperValu Firhouse

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