About Us


We are a social enterprise that specializes in supporting retailers of age restricted products in the UK. Our ethos is to be a comprehensive and authoritative source of information, training and support. We help businesses to get it right first time.

Please feel free to explore our website, you will find information about the rules, regulations and guidance for avoiding selling restricted goods to children and young people.

We offer comprehensive and, if needed, intensive support to mainly small, independent retailers. You could be a sole trader, part of a chain, one of the symbol or fascia groups, or a franchisee. We can help you to secure your business and retain your trading licences.

We are accredited by the Chartered Trading Standards Institute to provide nationally recognised training and we are an Edexcel accredited centre. Our training is excellent, low cost and suited to your needs.

We provide specialist advice to retailers about how to set up their systems and procedures to avoid illegal sales to children and young people. The best time to utilise our services is at "Start Up" or "Step Up" - perhaps when you decide to develop the quality and presentation of your offer to customers (such as when you join a Symbol or Fascia group).

We offer all of the point of sale materials you may need to help prevent under age sales. These are all available to buy on our site. If there is anything you require and cannot see it on this site, please call us on 0345 257 0018 and we will endeavour to supply it.

We also provide help when you are in trouble. You may have failed a test purchase by Trading Standards or the Police, you may be facing prosecution, you may be facing licensing sanctions. We can help to keep you in business, but you must ACT FAST and call us NOW, so we can get started on protecting your licence.

As a social enterprise, we continuously reinvest the majority of our profits in our business and achieving our social outcomes set out in our Programme for Change (PDF 0.5MB). We commission economic and social research in the field of age restricted sales. We are autonomous of the state, achieving our profits through trading and being open and transparent in what we do.

Our Affiliates

We work with a small number of carefully selected organisations as affiliates. This means that they refer customers to us and we pay them a commission for doing so. The organisations that we work with include trade associations, service providers and public authorities. We can also offer group discount codes for membership organisations. To find out more about this, please contact us.

Our Team

We have a team of specialists with substantial experience of working on under age sales enforcement and compliance activities. You can find out more about our team below:

Tony Allen

Our founder and managing director; Tony is a Chartered Trading Standards Professional having spent more than 20 years working in trading standards including leading under age sales enforcement activity for Trading Standards North West, advising the government on under age sales legislation and writing a book on the law of age restricted sales in England and Wales. He has helped establish the company as the UK's leading source of authoritative support for all issues relating to under age sales.

John Cassin

Our Senior Compliance Advisor, John has spent 22 years working in trading standards and now leads our team of Compliance Advisors. He has extensive experience of under age sales enforcement operations and can use this to assist stores in becoming compliant.

Melissa Sayers

Working as our Office Manager, Melissa has previously spent 9 years working in Administration and Personal Assistant work. She has vast experience on how to help run an office and assist a managing director. She uses this knowledge to help Under Age Sales Ltd run smoothly and can also assist in many queries from the public.

Caroline McGahan and Danielle Bradbury


Our Client Support Assistants provide support to the team of Compliance Advisors and make arrangements with our clients for visits and training. Caroline has 11 years experience in customer service, sales and training making her fully able to assist in any queries. Danielle has 9 years experience in administration work and can easily assist in any enquiries from the public. Having worked as a receptionist in a doctors surgery previously, she is confident on the phone and able to tackle tricky situations without losing her professional manner.

Diana Babbage

Our Qualifications Coordinator has a strong background in training, assessment, internal and external quality assurance. Diana has worked with children and young people, apprentices and adult learners over her wide-ranging career, leading teams of assessors and verifiers to ensure standards for accreditation. Her knowledge of processes and procedures will assist us in ensuring you receive quality outcomes for your learning.