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PASS stands for the Proof of Age Standards Scheme. PASS is is the UK’s national proof of age accreditation scheme, endorsed by the Home Office and the Association of Chief Police Officers (ACPO), which sets and maintains minimum criteria for proof of age card issuers to meet.

The hallmark of a PASS accredited card is the distinctive PASS hologram. Free training cards are available to help with recognition of the PASS hologram. PASS cards also have the card holder's date of birth, full name and a passport standard photograph. Visuals of all PASS accredited cards can be found within the section entitled Information for Young People.

A card provider seeking accreditation must undergo an audit carried out by auditors appointed by the TSI in order to ensure that all the scheme is able to meet minimum design and verification criteria. Once accreditation has been gained the scheme is audited on a regular basis to ensure that PASS standards are adhered to.

The permission to include the unique PASS hologram on a card is not granted unless the above procedure has been followed and the application is successful.

Fraudulent forms of identity coupled with the difficulty in determining the age of young people has led to the introduction of the standards scheme. The inclusion of the PASS hologram on accredited cards, together with the verification made by card issuers regarding the personal details of an applicant, gives the retailer the assurance that the holder is of relevant age to buy age related goods.

Obtaining fraudulent or fake cards is relatively easy. Many internet sites offer this “service” as they are able to exploit a loophole in the law which permits the ability to provide “novelty” identity cards. In addition, a number of sites permit the downloading of formats for cards which can be easily copied and sold as identity cards.

The most commonly available fake or novelty cards are so called driving permits and cards entitled "national identity cards" which bear no ressemblance to the Labour Government's National Identity Card Project (which was discontinued when the Coalition Government was elected in 2010). One thing that fake or novely cards have in common is that they do not have the PASS hologram.

The PASS hologram is very distinctive and to date we have found no evidence of fake cards bearing the PASS hologram. The logo is a registered Trademark and anyone trying to pass a hologram or logo off as PASS will be pursued and prosecuted, as they will be committing a criminal offence. Trading standards officers and the PASS Secretariat regularly check sites selling "novelty" cards to ensure that they do not offer cards with the PASS hologram.

The PASS scheme is actively encouraged and supported by all the major trade associations, including the British Beer and Pub Association (BBPA), the Wine and Spirit Trade Association (WSTA), the British Retail Consortium (BRC), the Association of Convenience Stores (ACS), the Association of Licensed Multiple Retailers (ALMR), the BII, NOCTIS and the National Pubwatch Scheme. Acceptance of PASS cards is furthermore promoted as part of the Challenge 21 and Challenge 25 schemes. Most retailers should be aware of PASS.