People under the legal drinking age often attempt to purchase alcohol or ask others to purchase on their behalf. NLC staff attempt to identify and prevent such sales whenever possible and promote the ideal of no alcohol to minors. Store staff are offered the Working SMAART Program to help them identify and deal with these situations. NLC also has an in-store I.D. Program where our staff request proof of age resulting in numerous identification requests being made in NLC stores each year. Last year alone, there were 1,050 incidents where young people were refused a sale in NLC stores for being unable to provide proof of being of legal drinking age.

Throughout the year, NLC also promotes no sale to minors through in-store posters and media advertisements. Programs promoting awareness of alcohol related issues are also offered to students throughout the province with the Wise-up Program and the Drinking and Driving Awareness Program.

Wise-up, a program offered to grade seven students, challenges young people throughout the province to learn about alcohol and its effects while having some fun in an inter-school contest that tests their knowledge on the subject.

The Drinking and Driving Awareness Program is offered to grade four and five students in Newfoundland and Labrador. In this program, students draw their impressions of the effects of drinking and driving on paper liquor bags. Schools throughout the province participate and submit their students' drawing. After the winners are selected, the bags with their drawings are then redistributed to NLC stores throughout the province for retail use.