Author: Kelly Moss, Associate Director of Compliance & Regulation, WSTA
Let’s get on the front foot to avoid additional legislative burdens
Retailers are increasingly aware of the importance of their role in helping to shape healthy and responsible communities. That responsibility does not end when a product falls into the low and no category. As the retail industry continues to see strong growth in low and no alcohol beverages, now is the right time for businesses to work together and adopt a clear, voluntary approach to sales involving minors.
At first glance, this may seem unnecessary. After all, these products are not legally classified as alcoholic drinks. However, the wider public health picture and the need for clarity in stores suggest there is a strong case for retailers to act collectively and responsibly without waiting for formal regulation.
The NHS 10 Year Health Plan places prevention at the heart of the future healthcare strategy, calling for a fundamental shift “from sickness to prevention” and promoting policies that make “the healthy choice the easy choice.” The plan also highlights the importance of reducing harmful behaviours among young people and supporting healthier lifestyles through collective action between government, communities and industry.
Retailers are uniquely positioned to support that ambition.
Low and no alcohol products are often marketed, packaged and displayed in ways that closely resemble standard alcoholic drinks. While these products provide excellent alternatives for adults choosing moderation, their similarity to alcohol ranges can create uncertainty about how they should be treated in a retail environment. Applying clear restrictions for minors supports responsible retailing, helps colleagues apply age-check policies consistently and reassures customers that these products are being handled with appropriate care.
Responsible retailers already understand the importance of social responsibility when it comes to age-restricted products. We apply Challenge 25 policies, colleague training and refusal procedures because we recognise that protecting young people matters more than short-term sales opportunities. Extending the same common-sense mindset to low and no alcohol beverages through a voluntary retailer-led policy would help maintain consistent standards in stores and avoid confusion for both colleagues and customers.
There is also a strong operational argument for consistency. Separate rules for near-identical products create unnecessary complexity at checkouts and self-service tills. A unified approach makes compliance simpler, supports colleague confidence and reduces the risk of confrontation or accidental sales to minors.
Importantly, this is not about restricting adult choice or undermining the low and no alcohol category. These products have a valuable role to play in supporting moderation and healthier lifestyles for adults. In fact, they align positively with the NHS focus on prevention and reducing long-term health risks. The issue is specifically about ensuring these products are marketed and sold responsibly, where children are concerned.
The NHS plan repeatedly highlights the need for stronger partnerships beyond the healthcare sector to tackle future health challenges. Retailers have an opportunity to demonstrate leadership by acting together voluntarily rather than waiting for future regulation. A shared retailer-led approach would send a clear message that our industry takes youth wellbeing seriously, can respond proportionately to emerging concerns and is prepared to deliver practical safeguards without the need for additional legislative burdens.
The retail sector has successfully collaborated before on age-restricted sales, from tobacco to knives and energy drinks. A voluntary approach to low and no alcohol sales to minors would be a natural next step in responsible retailing, giving businesses the flexibility to respond in a practical and proportionate way while maintaining public confidence.
As retailers, we should be proud to support approaches that promote healthier generations, clearer standards and safer communities. The NHS 10 Year Health Plan challenges every sector to contribute towards prevention and better public health outcomes. By backing a consistent voluntary approach, responsible retailers can show that industry-led action can meet that challenge in a measured and effective way.