as the title says, how and where do I report a local shop for selling alcohol to people under the age limit? phone number preferred, thanks.

The Police would be a start I would have thought. 0114 2202020

or is it 101?

or is it 101?

I think 101 is probably the best number to dial, with the other one I think you end up with a switchboard operator, with 101 you're straight through to someone who can help/advise.

http://www.askthe.police.uk/content/Q91.htm

As above you can phone the Police or Trading Standards.

For information it is the same people who take the 999, 2202020 and 101 calls , Some are just trained on different aspects.

Is it an emergency? Are lives / property at risk? No.
So it aint 999 :)

If you're not sure, ring 101 as you'll be answered straight away. They will either take the details and pass them on, or advise you who you need to speak to. As dafoot says, don't ring 999 in this case.

Thanks for all the info, have just rung 101 and reported it.

i contacted my local council, local community officers and local councillor by letter and email.
unfortunately the way they have to deal with such people rarely results in a criminal charge. my local officers who came to discuss it with me - said they would hint that a crackdown etc was due, hoping that the shops improved.

not seen any action on it as yet.

(it's quite easy where i live, theres only 4 shops - and only 1 who sells stuff in blue carrier bags)