In 1995 the Coalition for Responsible Tobacco Retailing introduced the "We Card" program. The Coalition's members included cigarette makers, smokeless tobacco companies and leading convenience store and supermarket chains. Together they unveiled this national voluntary program to combat tobacco sales to minors. The "We Card" program was backed by the Tobacco Institute, and centered on having store clerks ask for picture identification from anyone appearing younger than 25 before selling them any tobacco product. Participating stores received free signs that read, "Under 18. We Card. No Tobacco," as well as employee training guides, a calendar indicating the date of birth required to legally purchase tobacco, and various pins, pads, and decals. The program closely resembed the "It's the Law" program, which it replaced.
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