BAT expands facial age-estimation checks: over 600 stores covered in Europe, targeting 1,000 by year-end

Key Point

• 10 Jersey Coop stores piloting facial age estimation with a 20-year threshold; sub-threshold customers require manual ID checks.
• QR scan + selfie, image instantly deleted, output is binary age pass/fail with no personal identity stored.
• BAT has 600+ stores live with Yoti across Europe, targeting 1,000 by year-end; projects span Poland, Italy, Serbia, Greece, Hungary.
• UK Home Office sandbox at supermarket self-checkouts reported no underage sales where Yoti age assurance was used.
• Vuse Ultra features Device AutoLock™, extending youth-access prevention from checkout to device.

2Firsts, October 22, 2025 — According to BAT, British American Tobacco has teamed up with the Channel Islands Co-operative Society (the region’s largest retailer) and Yoti to pilot facial age estimation at 10 Coop stores in Jersey. The initiative strengthens Challenge 25 procedures, supports colleagues with sensitive age checks and aims to deliver a smoother point-of-sale for adult customers.

Under the pilot, shoppers scan a QR code on their phone or use an in-store device to take a selfie. Yoti’s system provides an instant age estimate, the image is permanently deleted, and a yes/no result is returned against a 20-year minimum threshold. Those who do not meet the threshold must present additional proof of age to staff.

BAT says it now uses Yoti across more than 600 stores in Europe—including BAT-owned stores in Bosnia & Herzegovina and Croatia—with implementations underway in Poland, Italy and Serbia, and joint projects with key retail partners in Greece and Hungary. Yoti notes it has performed 900 million+ age checks overall and completes over one million per day. In UK Home Office sandbox trials at supermarket self-checkouts, there were no reported underage sales when its age assurance was used.

Danni Tower, BAT Group Head of Scientific & Regulatory Affairs, said preventing underage access remains the top priority, with early results showing strong potential to reduce youth access to smokeless products. 

Mark Cox, CEO of Channel Islands Coop, said the technology helps uphold social responsibility while supporting colleagues on the frontline of verification and protecting young people.

Susanna De Iesu, Commercial Director for BAT UK&I, said the partnership provides an extra layer of protection and showcases cost-effective innovation. 

Robin Tombs, CEO of Yoti, said facial age estimation lets adults prove age quickly without showing ID or waiting for staff, offering a faster, more inclusive and privacy-preserving experience.

Beyond retail age assurance, BAT highlighted its Commitment to Responsible Vaping Products and the rollout of Vuse Ultra with Device AutoLock™ in markets including Canada, Germany and the UK, with further expansion in 2025 and beyond.

Image source: BAT