More than just a tick: Why age verification is so important in online retail

Social media, online gaming, online shopping - the digital world has opened many doors for us and is omnipresent for young people. However, not everything that can be found on the internet is suitable for minors. Strict age control is essential, especially for products such as alcohol, tobacco or certain medicines - including online. But how can this be implemented effectively in the digital age? Because while we show our ID at the exit in stores, it's not always so easy online. We have looked into the issue and compiled the most important information for your online stores.

Why is age verification so important?

The protection of minors from harmful products, such as alcohol, tobacco products, e-cigarettes or digital content that is only released from the age of 18, is firmly anchored in the Youth Protection Act. Accordingly, providers must according to §5 of the Interstate Treaty on the Protection of Minors in the Media (JMStV) to ensure that content that is harmful to minors or harmful to their development does not fall into the hands of minors. This applies to both stationary and online retail.

What methods of online age verification are there?

As a rule, digital age verification is carried out using technical means before the conclusion of the order in a two-step authentication procedure. However, asking for age via a mandatory field is insufficient. This also applies to pop-up windows before entering a store or checkboxes where customers can confirm their age.

The following methods of online age verification are available in detail:

• Self-declaration: Customers state their age themselves. This method is not very reliable, does not offer sufficient protection and carries a high risk of false information.
• Two-stage procedure: Here, age is first determined by means of a self-declaration. An additional check is then carried out using digital identity verification procedures.
• Video-Ident: Here, customers are asked to identify themselves via video. Employees or an automated system then compare the person with a presented ID document.
• Deutsche Post: Among other things, Deutsche Post offers the SofortIdent age verification procedure and the E-Post letter. It is also possible to send items with age verification upon delivery.
• Identity document check: Customers scan their ID, which is then verified by the delivery company upon delivery, such as through UPS's Adult Signature Required service.

What do online retailers need to look out for?

The JMStV does not provide any specific instructions as to which technology providers must use in order to meet the requirements of a security check. Nevertheless, age verification should be integrated into the ordering process as a plug-in or module in the various store systems. The following are particularly popular Database-based real-time checkssuch as the Schufa Identity Check Premium.

Online retailers should also pay particular attention to these aspects:

• Legal certainty: The chosen method must be legally secure and meet the minimum requirements of the Youth Protection Act. A two-step authentication procedure is always considered to be suitable for this purpose.
• Customer experience: Age verification should be as simple and straightforward as possible for customers so that they are not put off by an unnecessarily long verification process.
• Data protection: The provisions of the General Data Protection Regulation (GDPR) must be complied with when handling personal data.
• Costs: The implementation and operation of an age verification system incurs additional costs.
• Effectiveness: The system must function reliably.

Conclusion

Age verification poses a number of challenges for online retailers. However, finding a reliable and legally compliant solution is essential in order to comply with youth protection obligations and avoid fines and reputational damage. However, part of the challenge is also to find a process that is as smooth and easy to use as possible through the use of suitable technologies and thus satisfy customers.

To be successful, both must be guaranteed.