We Card at 30: Three Decades of Responsible Retailing

September's We Card Awareness Month Focus on Preventing Underage Access

ARLINGTON, Va., Sept. 10, 2025 /PRNewswire/ -- Thirty years ago, the We Card program launched with a mission: to help retailers prevent tobacco sales to minors. Since 1995, retail regulations have evolved dramatically. While challenges and enforcement measures have increased, the need for effective training, tools, and compliance support remains. As We Card celebrates 30 years, it continues to adapt and lead in responsible retailing.

"September's We Card Awareness Month launches with a priority focus on retail employee training to identify and deny underage purchase attempts of tobacco, vaping and nicotine pouches products," said Doug Anderson, president of We Card.

We Card unveiled the availability of its 2026 We Card materials on September 1^st with 2026 Renewal Kits available for convenience stores who sell tobacco and vaping products and 2026 E-Vapor Kits for stores selling vaping products.

Many Governors are issuing proclamations and letters of support for We Card Awareness Month which helps raise the importance and priority of retailers' responsible retailing of age-restricted products. Participating Governors include those from AR, CO, CT, IL, KS, ME, MS, ND, OK, OR, PA, SC, VT and WV and more are anticipated throughout the month.

"In We Card's early years, it focused on tools and classroom training. Today, we offer a comprehensive suite of state-specific training modules, digital courses for new hires and managers, compliance tools, and awareness campaigns—all designed to meet the evolving challenges retailers face," said Lyle Beckwith, Senior Vice President of Government Relations for the National Association of Convenience Stores (NACS) and a We Card founding board member. Over the years, We Card has distributed over 1.2 million kits, 7.1 million training tools, and 6.1 million signage materials across the country.

We Card training works — 99% of trainees report feeling confident enforcing age-restricted sales laws, and 93% rate our programs as "good" or "great."

But the challenge isn't over. Those underage are finding other ways to access age-restricted products through "social sourcing," such as asking adults to buy or give them the product. While in-store violations have declined, youth are increasingly turning to friends, family, and others. Here too, We Card is leading the way by launching public-facing campaigns to raise awareness and encourage adults to refrain from giving or buying on behalf of minors, engaging not just retailers, but entire communities with our "Be A Real Influencer" and "We Card We Care" campaigns.

Retailer compliance with underage access laws should be applauded. Most importantly, retailers and We Card (and our industry-wide stakeholders) aren't standing still. More and more you will see ID scanning at the sales counter as new technologies are adopted to identify-and-deny underage purchase attempts. With new retail training tools, expanded awareness campaigns like "Be A Real Influencer" and technology-driven solutions, retailers and We Card are ready to meet these challenges head-on.

The past 30 years have shown what's possible when an industry unites for a cause. The next 30 years will demand even greater innovation, adaptability, and responsibility. Are we ready? We Card will be.

For We Card's resources for retailers, visit www.wecard.org.

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SOURCE The We Card Program, Inc