This September marks the launch of the 29th annual We Card Awareness Month, an initiative aimed at enhancing the education and training of frontline store employees to ensure compliance with federal, state, and local laws that govern the sale of age-restricted products. The We Card Program focuses on “responsible retailing” and encourages retailers to prioritize comprehensive employee training to prevent underage purchases of tobacco, vaping, and nicotine pouch products. Governors from 20 states, including Arkansas, Connecticut, Indiana, and others, are supporting this effort through proclamations and letters of endorsement. Their participation underscores the critical importance of reducing underage access to these products through effective training and responsible retail practices.
Educate New and Seasoned Employees
One of the key steps emphasized during We Card Awareness Month is the importance of educating both new and seasoned employees through thorough online training sessions. These training modules can be either developed in-house by the retailers themselves or provided by We Card. The comprehensive nature of these training programs ensures that employees are well-versed in the legal requirements set forth by the FDA and state laws. This knowledge is crucial for employees to confidently and correctly check IDs and deny sales to underage customers. Moreover, practical scenarios and role-playing exercises are incorporated into these training sessions, allowing employees to practice how to handle situations where an underage purchase attempt is made. This not only helps in maintaining compliance but also ensures that customer interactions remain professional and service-oriented.
The training covers a broad spectrum of topics, including the intricacies of federal and state regulations, the importance of age verification, and the potential consequences of failing to comply with these laws. By providing employees with the knowledge and skills needed to navigate these challenges, retailers can build a reputation for responsible retailing in their communities. Additionally, such training ensures that employees are prepared to address any questions or concerns from customers regarding the purchase of age-restricted products. This training is not a one-time endeavor; it should be regularly updated to reflect any changes in legislation or best practices, ensuring that employees are always current with the latest information and techniques.
Refresh Store Signage and Training Materials
An effective way to reinforce the “We Card” message within the retail environment is by updating store signage and training materials. This step ensures that both customers and employees are consistently reminded of the importance of age verification and the store’s commitment to preventing underage sales. Starting September 1st, retailers are encouraged to order We Card’s updated 2025 Kits and Age of Purchase Calendars. These resources are designed to provide clear, up-to-date information that supports the efforts of retail employees in maintaining compliance with age-restriction laws. The new kit includes signage that can be prominently displayed throughout the store, reminding customers that ID checks will be conducted for the purchase of tobacco and vaping products.
Updated training materials also play a critical role in this effort. By providing employees with the latest resources, stores ensure that their staff is not only knowledgeable but also equipped with tools to effectively enforce age-restricted sales policies. These materials may include brochures, posters, and digital reminders that reinforce the importance of vigilance when verifying age. The signage serves a dual purpose: it educates customers about the store’s policies and serves as a visual cue for employees, reinforcing their training and reminding them to check IDs consistently. This approach helps create a culture of compliance within the store, where both staff and customers understand and respect the need for age verification.
Assess Employee Performance
Monitoring employee performance is a crucial aspect of ensuring compliance with age-restriction laws. Mystery shopping is an effective tool that retailers can use to gauge how well their employees are adhering to age-verification policies. We Card’s ID Check-Up service provides a comprehensive solution for this, utilizing shoppers over 21 years old to conduct undercover checks. These mystery shoppers attempt to purchase age-restricted products, and their interactions with store employees are then reported back to management through an online tool. This service allows store managers to identify any gaps in training or compliance and take corrective actions as needed. Regular mystery shopping checks create an environment of accountability and help maintain a high standard of performance among employees.
Moreover, the detailed reports generated by these mystery shoppers provide valuable insights into employee behavior and effectiveness. Managers can use this information to conduct targeted training sessions, addressing specific issues that may have been identified during the checks. For example, if an employee fails to ask for ID or does not follow the correct procedure for age verification, follow-up training can be provided to address these shortcomings. This ongoing assessment and feedback loop ensures that employees remain vigilant and that any lapses in compliance are quickly corrected. The use of mystery shopping also sends a clear message to employees that their adherence to age-restriction policies is closely monitored and taken seriously.
Evaluate Store Practices
Another essential step for retailers participating in We Card Awareness Month is to evaluate their store practices against industry best practices. We Card provides a Guide to Best Practices that stores can access by completing a brief survey. This guide offers a comprehensive overview of the most effective strategies for preventing underage sales of age-restricted products. By comparing their current practices with the recommendations outlined in the guide, retailers can identify areas for improvement and implement necessary changes. This evaluation process is an ongoing effort that requires regular review and updates to ensure that store practices remain aligned with the latest industry standards and legal requirements.
The survey not only helps retailers assess their current practices but also provides valuable data that can inform future training and operational strategies. By understanding where their stores excel and where they may fall short, retailers can focus their efforts on areas that need the most attention. The Guide to Best Practices includes tips on employee training, customer interactions, and the implementation of effective age-verification systems. By adhering to these best practices, retailers can reduce the risk of underage sales and build a reputation for responsible retailing in their communities. This proactive approach helps foster a culture of compliance and accountability, ensuring that employees are always prepared to enforce age-restriction laws effectively.
Participate in Awareness Campaign
This September sees the start of the 29th annual We Card Awareness Month, an initiative to bolster the education and training of frontline store employees. The goal is to ensure compliance with federal, state, and local laws regulating the sale of age-restricted products. The We Card Program emphasizes “responsible retailing,” urging retailers to make comprehensive employee training a priority to prevent underage sales of tobacco, vaping products, and nicotine pouches. Governors from 20 states, including Arkansas, Connecticut, and Indiana, are backing this initiative through proclamations and letters of support. Their endorsement highlights the critical role of effective training and responsible retail practices in limiting underage access to these products. This annual effort is crucial in helping retailers recognize the importance of thorough employee training, not only to meet legal requirements but also to serve their communities responsibly. By fostering a culture of responsible retailing, the We Card Program continues to play a pivotal role in public health and safety.
