TRADING STANDARDS at Caerphilly council chose No Smoking Day (March 12) to launch its No Proof - No Sale initiative as the latest weapon in the fight against underage sales.

The initiative involves all traders in the borough who sell age-restricted products such as alcohol, tobacco, solvents, fireworks and knives being given a free information pack to assist in complying with the law on underage sales.

The packs contains guidance on the law, staff training material, posters and point-of-sale material to raise awareness among the public as well as store staff.

Trading Standards claim that despite rigorous enforcement of the law, traders continue to make illegal sales to children.

A recent all-Wales survey showed that one in five children are able to purchase cigarettes, and that one in three are able to purchase alcohol.

Eleven per cent of those purchasing alcohol were only 13 years old.

There are growing concerns about the anti-social behaviour associated with underage sales of alcohol, tobacco and fireworks, and also their effect on health.

Councillor Darren Jones, pictured with Joan Hawthorne, assistant manager of the Spar shop at Trethomas, welcomed the initiative. "'The message is simple - a youngster should never be sold an age-restricted product unless they can prove that they are old enough to buy it.

"It's fitting that this campaign is launched on national No Smoking Day.

"We can't overestimate the long term effects underage sales have on the health and well-being of our youngsters, and on the safety of the communities we live in.

"I'm confident that the 'No Proof - No Sale' initiative will make a real difference in reducing underage sales in the borough."

Chief trading standards officer Steve Delahaye said: "We want to work with responsible retailers to stamp out underage sales once and for all.

"There can be no excuse for those who choose to ignore the message and continue to get it wrong in the future."