The package of measures includes de-listing high-alcohol fruit flavoured shot sized "shooters" from its range, which were taken off the shelves today, following calls by campaigners that these types of drinks are particularly attractive to underage drinkers.
Asda aims to make it impossible for under 18s to buy alcohol in its stores. To meet this challenge it is toughening up its independent test purchase regime by more than doubling the number of times that stores are tested. Every single Asda store in the UK will be tested at least once a month, with the results published online.
Signs will also be displayed within the store, making it clear that the supermarket reserves the right to prosecute anyone under 18 who attempts to purchase alcohol, or anyone that is doing so on a child's behalf.
From April 7, the supermarket will extend its Challenge 25 proof of age scheme to town centre stores to further prevent underage sales.
Andy Bond, Asda chief executive and president, said: "As a parent myself I find it unacceptable that children in the UK are still able to purchase alcohol from retailers and pubs. So from today we are adopting a zero-tolerance approach."
In addition to targeting underage sales, Asda is also addressing the issue of people buying alcohol late at night. It will no longer be possible to purchase alcohol between midnight and 6am in town centre stores, as of April 7, preventing people leaving late night bars and clubs from purchasing even more drink.
Bond said: "Our aim is to make it harder for people who are already drunk to purchase more alcohol."
Asda has announced it is investing £1m into targeted youth projects to tackle alcohol-related problems among kids, working alongside Business in the Community.
Bond said: "Unlike some in the industry, I am also not prepared to hide behind calls for more legislation. I believe there are plenty of things we can do now to start tackling this important social issue, which is why we are announcing these measures today."
Asda's changes follow the trend of other supermarkets. Tesco, along with other chain stores, today announced its removal of super-strength alcohol from shelves in a move to help stop street drinking and associated problems.
Furthermore, Tesco recently said it is willing to ban the sale of cheap alcohol in the UK as part of the government's measures to address the UK's binge drinking culture, particularly among young adults.