British American Tobacco (BAT) has partnered with The Channel Islands Co-operative Society Limited (Channel Islands Coop) and digital identity solutions provider Yoti to introduce facial age estimation technology in Coop stores.
Now live in 10 Coop stores across Jersey, this pilot forms part of BAT’s ongoing commitment to combat underage sales and youth access to its tobacco and nicotine products. BIt also marks a significant step forward in supporting Coop’s store colleagues with the challenge of age checking procedures, while also enhancing the overall customer experience through a smoother point of sale.
The Yoti technology uses smart, facial age estimation – without inconveniencing adult customers or retailers – to estimate a customer’s age. The customer is required to scan a QR code with their mobile device or use an in-store device, such as a tablet. All customers need to do is take a selfie and the technology estimates their age. The moment their age is estimated, the image is permanently deleted. If the customer is verified as over 18, they can proceed, otherwise additional proof of age needs to be shown to staff. For the Channel Islands pilot, the age threshold is set at 20.
Group Head of Scientific & Regulatory Affairs at BAT, Danni Tower, explained the importance of the project. “Underage Access Prevention remains our top priority as we address the unintended consequences associated with tobacco and nicotine products. Early results show Yoti’s strong potential in supporting us prevent underage access to smokeless products, supporting harm reduction through purpose-driven and world-leading innovation.”
CEO of the Channel Islands Coop, Mark Cox, added: “As the largest retailer in the Channel Islands, we take our responsibilities extremely seriously. Our colleagues are on the front line of enforcing age verification, which can be both challenging and sensitive. By trialing this technology, we’re giving them the tools to uphold our social responsibility promise, ensuring that age-restricted products are only sold to those legally entitled to purchase them.
“This isn’t just about compliance. It’s about protecting young people, supporting our colleagues, and showing leadership in ethical and sustainable retailing. Social responsibility is at the very heart of Coop’s culture, and this initiative reflects our values in action.”
CEO of Yoti, Robin Tombs, said: Our facial age estimation technology helps people to pass age checks without needing to present an ID or wait for staff assistance. It offers a faster, more secure, inclusive and privacy-preserving way for adults to prove they are of legal age to purchase age-restricted goods - while also protecting underage shoppers.
This partnership demonstrates how the tobacco and nicotine industry can harness technology to uphold age restrictions and prevent youth access, while creating frictionless experiences for adults.”
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