Warwickshire consultancy helps retailers meet age-restricted sales rules
A new digital learning initiative developed with the aid of Warwickshire-based learning consultancy Jessanol is set to help retailers throughout the region meet age-restricted sales rules.
Central England Trading Standards Authorities (CEnTSA) joined forces with Jessanol to help retailers strengthen compliance when selling products such as alcohol, tobacco and vaping goods.
Retailers across England face increasing pressure to ensure staff understand and correctly apply age‑restriction legislation.
Failure to comply can result in enforcement action, financial penalties and reputational damage for businesses.
To support retailers, CEnTSA commissioned Jessanol to design an accessible digital learning solution that builds knowledge, confidence and consistency in real sales situations.
The result is an interactive e‑learning course designed specifically for shop staff and employers who sell age‑restricted products.
The training provides practical guidance on recognising underage customers, handling sales refusals confidently and understanding the legal responsibilities associated with restricted goods.
The course uses realistic retail scenarios and built‑in knowledge checks, allowing learners to practise decision‑making in a safe environment before applying those skills in the workplace.
Designed to be mobile‑friendly and accessible across devices, the training enables retailers to complete learning at a time that fits around the day‑to‑day demands of running a business.
The programme also includes downloadable resources to help businesses demonstrate due diligence and maintain strong compliance practices.
By providing an on‑demand digital training option, the initiative supports Trading Standards teams by reducing the need for time‑intensive face‑to‑face sessions, while still ensuring retailers receive clear, consistent guidance on age‑restricted sales legislation.
The training is being made available across the CEnTSA region, supporting retailers in all 14 local authority areas.
A CEnTSA spokesperson said: “Small businesses play a vital role in their communities. This training supports retailers in understanding their responsibilities and gives staff the confidence to apply age‑restricted sales legislation correctly, helping to protect young people while supporting responsible businesses.”
Jane Feilden, Founder of Jessanol, said: “Retail staff are often expected to make fast decisions in difficult moments. Good training gives them the confidence to challenge appropriately, refuse sales professionally and apply the law consistently under pressure.”
The training can be used proactively by retailers seeking to strengthen compliance or as a follow‑up educational tool where test purchase failures occur. Early feedback indicates the digital format offers a flexible way for businesses to complete training while maintaining normal operations.
CEnTSA is a regional partnership of 14 local authorities in the West Midlands, responsible for delivering Trading Standards services and supporting businesses and consumers across the region.
Pictured from left to right: Jo Powell, CEnTSA Regional Training and development co-ordinator, Jane Feilden, Founder of Jessanol and Simon Cripwell, trading standards officer at Warwickshire County Council.
