Vaping brand Shoreditch is using new technology to stop underage online sales of its products.
Developed in partnership with Experian, Prove-ID will compare information entered by customers on its website with more than one billion records held by the credit checking service in a bid to stamp out purchases by under-18s.
“As a responsible retailer, we’ve long since felt that it’s not enough for someone to simply tick a box to say they are over 18, so we tasked Experian with helping us develop a better solution,” said founder of Shoreditch Ryan Shaw.
“Prove-ID age verification has an added age verification layer, which means we can reach our own target of 90% of sales to over-18s.”
In October 2015, it became illegal for retailers to sell e-cigarettes to under-18s.
Shoreditch said the identity checker would confirm all online purchases were made by people of legal age.
“Experian has been a dream to work with and the results have already exceeded our expectations,” said Shaw.
An estimated 2.8 million people in the UK use e-cigarettes.
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