AgeChecked, a solution provider for online retailers of age-restricted goods and services, has partnered up with AV Yourself, a W2 Global Data brand, in a bid to make age verification more robust and straightforward for online customers.
The partnership will allow users that are attempting to access age restricted services online to verify their age instantly, rather than having to repeat the age verification process each time they visit a website.
The upcoming Digital Economy Act, which is set to enforce firmer age checks for those attempting to access adult content online, will require all website owners to verify the age of their digital users at the point of service.
To ensure the age verification process is simple and does not delay the customer journey, AgeChecked and AV Yourself have teamed up to support businesses’ requirements to keep the time that customers spend on verifications to a minimum.
Users can simply log on to a website using either the password for their verified AgeChecked or AV Yourself account to prove their age immediately.
As both systems do not store personal information, such as driving licences or credit card details, and allow customers to create an anonymised account, this offers greater security and buyer protection.
Alastair Graham, CEO of AgeChecked, said: “With the Digital Economy Act to be implemented this year, age verification and online safety have become a key talking point amongst businesses. To ensure our children can use the Internet safely, we need to have the same types of safeguards online that we have in the offline world. We wouldn’t allow them to buy age restricted products or services on the high street, so they shouldn’t be able to access them so easily online.
“But we must also not forget about the customers who are actually old enough to purchase age restricted goods and services. As vital as age verification is to protect children, the process of proving your age must be kept simple and straightforward to ensure it doesn’t prevent genuine customers from making a purchase.
“This is why we have joined forces with AV Yourself to provide businesses with a quick and easy, but also legally-compliant, method of verifying customers’ ages. Our solutions will ensure that site owners stay on the right side of the law, and ultimately that children are prevented from stumbling across inappropriate content. But alongside this, they will also keep the customer journey as seamless and as smooth as possible.”
Warren Russell, CEO of AV Yourself, a W2 Global Data brand, said: “Having worked in the financial services and gambling sector for many years, we bring our experience and knowledge to the affiliation and look forward to working together with AgeChecked to provide the best possible product and service available.”