// News

New security features cement CitizenCard as 100% Proof of Age

02 March 2011

CitizenCard, the UK's largest ID & proof of age card scheme, today (Wednesday 02 March 2011) launches its most secure card to date. The card retains the PASS (Proof of Age Standards Scheme) hologram and a customised holographic overlay has been added across the front of the card. UV (ultraviolet) marks also appear on both sides of the card.

Existing cardholders will be contacted to advise them to upgrade to the new card at a heavily discounted cost of £6 (against the standard card cost of £15). Existing cards remain valid ID, and a new '100% Proof' marketing campaign will reassure pub and club operators that the new card is completely trustworthy. A promotional pack and UV torches will be sent to pub and club operators and to every police officer responsible for liquor licensing in the UK.

Andrew Chevis, CitizenCard Chief Executive Officer, says the new card should remove all doubt about whether a cardholder is over 18:

The verification checks we carry out before a card is issued are extremely rigorous - 14% of applicants do not receive a card. Door or bar staff can check for themselves the veracity of the PASS hologram, the holographic overlay and the UV marks.

The clear message to those checking ID is that CitizenCard is 100% Proof.

New cardholders will benefit from access to CitizenCard's new 'Lealta' discount programme. AA, Alton Towers, Apple, Asda, Bella Italia, Bhs, Boots, Burton, Comet, Currys, Debenhams, Dorothy Perkins, Halfords, HMV, Marks & Spencer, PC World, Pizza Hut, River Island, Thorpe Park, Top Shop, Virgin, Wallis, WH Smith are just some of more than 200 national brands to offer cardholders discounts of between 4% and 90%. A further 20,000 local cinema, fast food, bowling and retail outlets are offering discounts.

Andrew Chevis, CEO of CitizenCard, said:

We felt that a decent set of discounts would be good news for our cardholders in these tough times and generating extra business for the discount providers. Many cardholders will save hundreds of pounds a year and it is likely that the cost of getting a card will be recouped the very first time that a cardholder uses Lealta.

- Ends -

Notes for Editors:

CitizenCard is Government-approved PASS (Proof of Age Standards Scheme) Accredited. CitizenCards are accepted nationwide at supermarkets, off-licences, newsagents, forecourts, pubs, clubs, gaming centres, cinemas, banks, airlines and in many other places.

CitizenCard is a non-profit company supported by: Association of Convenience Stores, Camelot, Co-Operative Group, Experian, Ladbrokes, National Federation of Retail Newsagents, and the Tobacco Manufacturers Association. Since 1999 more than two million cards have been issued at no cost to the taxpayer.

Full information and images of the new card available from www.citizencard.com

For more information, please contact:

Andrew Chevis This email address is being protected from spambots. You need JavaScript enabled to view it.