Jul 21, 2026 · 16 min · 11 segments
With age assurance facing increasing regulatory scrutiny across the UK and EU, organisations are under growing pressure to demonstrate that they have effective and proportionate measures in place to…
Rebecca CousinGuest
Bryony BaconGuest
Cindy KnottHost
So age assurance is really an umbrella term that's used to talk about the process of establishing or confirming someone's age or their age range.
So it captures the various ways that this is done in practice, including tools that estimate a user's age, such as through AI assessing a photo or video of them, or that confirm a user's age with reference to official ID, for example.
And of course, age assurance is going to be really key to the discussions around online safety and the ban on under-16s accessing social media.
But Rebecca, age assurance is much broader than restrictions on social media platforms, isn't it?
What's often overlooked is that given UK data privacy laws apply to all organisations, a much broader range of websites and apps need to take note of age assurance requirements flowing from data privacy law than those organisations that are covered by the Online Safety Act or the EU's Digital Services Act.
So this would include, for instance, retailers of fashion, beauty or sports goods, toys or games, events and entertainment, ticket sellers and hospitality and sports clubs.
essentially any business which children are reasonably likely to engage with which collects personal data.
So age assurance is really an umbrella term that's used to talk about the process of establishing or confirming someone's age or their age range.
So it captures the various ways that this is done in practice, including tools that estimate a user's age, such as through AI assessing a photo or video of them, or that confirm a user's age with reference to official ID, for example.
And of course, age assurance is going to be really key to the discussions around online safety and the ban on under-16s accessing social media.
But Rebecca, age assurance is much broader than restrictions on social media platforms, isn't it?
What's often overlooked is that given UK data privacy laws apply to all organisations, a much broader range of websites and apps need to take note of age assurance requirements flowing from data privacy law than those organisations that are covered by the Online Safety Act or the EU's Digital Services Act.
So this would include, for instance, retailers of fashion, beauty or sports goods, toys or games, events and entertainment, ticket sellers and hospitality and sports clubs.
essentially any business which children are reasonably likely to engage with which collects personal data.
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