New look for CitizenCard

CitizenCard, which claims to be the UK’s largest ID and proof-of-age card scheme, has launched what it says is its “most secure card to date”.

The new card features a customised holographic overlay across the front, and ultraviolet marks on both sides. Like the current cards, it also features the PASS (Proof of Age Standards Scheme) hologram.

Existing cardholders will invited to upgrade to the new card for £6 although existing cards remain valid ID.

CitizenCard chief executive Andrew Chevis said the new card should “remove all doubt” about whether a cardholder is over 18

“The verification checks we carry out before a card is issued are extremely rigorous – 14% of applicants do not receive a card,” he said. “The clear message to those checking ID is that CitizenCard is 100% proof.”

New cardholders will benefit from access to CitizenCard’s new Lealta discount programme. AA, Alton Towers, Apple, Asda, Bella Italia, Bhs, Boots, Burton, Comet, Currys, Debenhams, Dorothy Perkins, Halfords, HMV, Marks & Spencer, PC World, Pizza Hut, River Island, Thorpe Park, Top Shop, Virgin, Wallis and WH Smith are among more than 200 national brands to offer cardholders discounts of between 4% and 90%.