Age verification exceeds expectations with a pass rate of nearly 90 per cent

From its base in East London, specialist online retailer Shoreditch offers a large range of its own-brand of flavoured e-liquids to help meet the growing nationwide demand for ‘Vaping’.

The challenge

At the beginning of October 2015, it became illegal for retailers to sell e-cigarettes and e-liquids to under-18s. As a rapidly growing online business, Shoreditch was keen to find an efficient and suitable solution to verify that its customers were adults. The new legislation was very clear – it was no longer sufficient for users to simply tick a box and say that they were over-18.


Various solutions were evaluated including asking customers to email their driving licence and passports – but the prospect introduced far too much friction and an increased operational burden. In the meantime, other automated age verification services went under the spotlight but none of them could guarantee high enough pass rates.

Shoreditch had set a self-mandated benchmark aiming to achieve a pass rate of around 90 per cent of over-18s. The company opted for Identity authentication with Prove-ID, which was enhanced with an added age verification layer.

According to Shoreditch director Ryan Shaw, the business needs and most appropriate solution were quickly identified.

He says: “Experian has been a dream to work with. The results have already exceeded our expectations.

“Experian quickly identified our business needs and suggested a great solution. The sales process was informative, smooth and tailored to our needs.

“Implementation with our website was quick and easy. We had everything up and running in a matter of weeks.

“We worked closely with the implementation team to optimise our form fields in order to maximise our user-accept rate.

“I believe our pass rate is already 86% – and rising.”

Identity authentication with Prove-ID

When you need an ID check for a customer, you want to give them the smoothest and safest experience possible.

You need to balance this with meeting regulatory requirements such as age-verification, or anti-money laundering (AML) requirements. Prove-ID allows you to verify the identities of UK and international individuals in real-time, providing a fast and secure environment for you and your customers.

Who’s it for?

Organisations that need to verify the identity of their UK and overseas customers. It is ideal for organisations that need an online service and can be integrated or accessed directly online.

How it works

Prove-ID compares the customer information entered with more than one billion records held by Experian. A decision on the authenticity of the identity is provided in real-time with an easy to interpret traffic light system. Fast and confident decisions can then be made as to whether the transaction is genuine. Embedded auditing facilities help you to demonstrate compliance to regulation.

To find out more, simply click here.