We Card Awareness Month Spotlights Retailers' Role in Preventing Underage Sales

ARLINGTON, Va., Sept. 10, 2026 /PRNewswire/ -- During We Card Awareness Month this September, all retailers are encouraged to sharpen their employee training and reinforce compliance efforts as FDA enforcement of age-restricted product sales remains a critical focus.

Now in its 31st year, The We Card Program celebrates Awareness Month by spotlighting smart and practical steps retailers can take to help prevent underage purchase attempts of tobacco, vapor and nicotine pouch products.

"September's We Card Awareness Month is the time to ramp up and renew retailer compliance efforts on federal law and FDA requirements as well as state and local requirements for responsibly retailing age-restricted products," said David Spross, Executive Director of the National Association of Tobacco Outlets and a We Card board member.

We Card's campaign continues to reflect a broad, industry-wide commitment to responsible retailing across all trade channels. Public support efforts — including Governors' Proclamations and Letters of Support from a growing list of states, remain an invaluable part of raising visibility during this month, reinforcing the importance of preventing youth access to restricted products.

"We Card represents a shared commitment across the retail community, and Awareness Month is a chance to highlight the year-round work retailers do to card customers, train employees, and help prevent underage access to tobacco, vaping and nicotine pouch products," said Doug Anderson, president of The We Card Program, Inc. "Public recognition from state leaders helps amplify that message and underscores the value of retailer compliance efforts in communities nationwide."

5 Steps Retailers Should Take During We Card Awareness Month

We Card recommends retailers focus on five key action items this September:

1. Train new employees and retrain experienced staff
   
   Make sure all newly hired employees receive thorough training, and use Awareness Month as a reminder to refresh veteran employee knowledge as well. Training should cover FDA retailer requirements, applicable state and local laws, and practical scenarios involving age verification, carding, and ID scanning where applicable.
   
   
2. Update training tools and in-store signage
   
   Retailers should review current training materials and signage to ensure stores are using the most up-to-date tools available to help prevent underage sales. A seasonal refresh of signs, policy reminders, and employee reference materials can help keep compliance expectations visible and top of mind.
   
   
3. Measure employee and store performance
   
   Compliance programs are strongest when they include a way to verify performance. Retailers should consider mystery shopping checks or similar assessments to confirm employees are consistently carding customers or scanning IDs according to store policy.
   
   We Card's ID Check-Up program remains one option for retailers looking to evaluate how well store teams are following procedures, using age-eligible mystery shoppers and online reporting tools.
   
   
4. Review store procedures against recognized best practices
   
   This is also the perfect time to compare current store procedures against We Card's Guide to Best Practices. Reviewing policies, employee training, signage, and verification procedures can help identify gaps and strengthen day-to-day compliance.
   
   Retailers can access the free guide by completing a brief survey.
   
   
5. Continue to raise awareness of social sourcing
   
   In addition to direct retail sales prevention of underage access, We Card continues to call attention to the problem of social sourcing — when underage individuals obtain tobacco, vaping or nicotine pouch products through others. Research shows youth often report acquiring these products through social means, such as gifting, proxy purchasing, sharing, borrowing, or "bumming" from of-age individuals.
   
   We Card encourages retailers to support education efforts around this issue through in-store awareness materials and messaging aimed at discouraging adults from purchasing or providing tobacco, vapor and nicotine pouch products to underage individuals.

Make September a Compliance Checkpoint

We Card Awareness Month is an annual reminder that responsible retailing requires more than a one-time training session. Strong compliance comes from continuing to train employees, reinforce store policies, measure performance and adapt as requirements and technology evolve.

September provides retailers with a natural checkpoint to ask a simple question: Are we doing everything we can to prevent underage sales?

By strengthening training, reinforcing age-verification practices, measuring store performance and addressing social sourcing, retailers can turn Awareness Month into action that lasts throughout the year.

For training, compliance tools and other retailer resources, visit wecard.org.

SOURCE The We Card Program, Inc