“I Take it Seriously, I Don't Sell to the Underaged“

Key dates

  • Started on 05/01/2004
  • Last updated on 07/09/2015
  • Status: completed


  • Argentina

Funding bodies

  • AB INBEV : Cervecería y Maltería Quilmes

Type of initiative

  • Reducing and preventing underage drinking

Description & results

An underage drinking prevention program directed at owners of retail outlets which used stickers at point of sale. To raise awareness, the point of sale message was reinforced by a print campaign reminding retailers to sell only to those who produce evidence of being of legal drinking age (18 years of age, or older). It also used advertisements with the message "When in doubt, ask for the I.D. document: Preventing underage people from alcohol consumption is a responsibility shared by everybody - the industry, government, family, and retailers". There was also activity with leading supermarket chains in Buenos Aires City and Greater Buenos Aires. Promotional materials and posters were placed at the checkouts with the slogan "It is everybody’s responsibility that those who are underage do not drink alcohol. To buy alcohol beverages, you have to be of legal drinking age".  

In 2007, the program was changed to the "+18 = Responsible Sales" program that also provides material to points of sale with the message, "We don't sell alcohol to minors".

Images & Media