That image wouldn't look out of place in a Martin Parr collection. Ethically interesting approach to marketing.
The only time I was ever asked for ID in a bar was on a business trip to LA when we were exhibiting our new game at E3. I was with a group of developers and out of the lot I was the only one asked for ID. The irony being I was the oldest in the group and 30 at the time! I suspect this is before my hair started falling out.
Having said that, I was asked for proof of age last year when a Morrisons online shopping delivery turned up at my front door which included a bottle of red wine. The delivery guy would not hand over the bag until I showed him proof I was over 25. I was 55 at the time, so I would have though my world weary face would have been sufficient evidence, but this guy was having none of it and I wasn't getting my wine without digging out a passport. This is the kind of critical thinking that makes Britain the country it is today.