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

Oct.22
BAT expands facial age-estimation checks: over 600 stores covered in Europe, targeting 1,000 by year-end
BAT has partnered with the Channel Islands Co-operative Society and Yoti to pilot facial age estimation in 10 Coop stores across Jersey. Customers scan a QR code and take a selfie; the system instantly deletes the image and returns only a yes/no against a minimum age threshold (set at 20) for the pilot. BAT already uses Yoti in 600+ stores across Europe and plans to reach 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 expands facial age-estimation checks: over 600 stores covered in Europe, targeting 1,000 by year-end
Facial recognition interface | Image source: BAT

 

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

 

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

The Mexican president has submitted a reform proposal to Congress, proposing a complete ban on e-cigarettes and vaporizers
The Mexican president has submitted a reform proposal to Congress, proposing a complete ban on e-cigarettes and vaporizers
Mexican President Claudia Sheinbaum Pardo submitted a proposal to reform the General Health Law to the President of the House of Representatives, Kenia López Rabadán. The core content of the proposal is to ban e-cigarettes, vaporizers, and similar devices to protect public health. In early 2025, a congressional standing committee confirmed the constitutional validity of the health reform.
Sep.28
Supply Chain Research | 2Firsts Visits Dingli Group to Explore the Upgrade Path of the Novel Tobacco Industry
Supply Chain Research | 2Firsts Visits Dingli Group to Explore the Upgrade Path of the Novel Tobacco Industry
2Firsts visited Dingli Group on Sept 11 to boost collaboration in the novel-tobacco supply chain.
Sep.12 by 2FIRSTS.ai
2Firsts On-Site at InterTabac: Pouch Companies Predict Shake-Out Among ‘Fly by Nights’
2Firsts On-Site at InterTabac: Pouch Companies Predict Shake-Out Among ‘Fly by Nights’
At the 2025 InterTabac, nicotine pouch exhibitors rose to 110, reflecting rapid market growth. Industry players told 2Firsts that tightening regulations and rising competition will eliminate short-lived brands. Long-term success will depend on quality control, in-house production, and strong supply chains. Measures like flavor bans, nicotine caps, and plain packaging are expected to accelerate consolidation.
Sep.22
Bangladesh Roundtable Focuses on Tobacco Control: Experts Call for Accelerated Passage of Tobacco Control Law Without Industry Interference
Bangladesh Roundtable Focuses on Tobacco Control: Experts Call for Accelerated Passage of Tobacco Control Law Without Industry Interference
Tobacco blocks Bangladesh's SDGs, esp 2030: cut premature NCD deaths by 1/3. 71% deaths from NCDs, tobacco main cause. PROGGA-Anti-Tobacco experts want strong, industry-free laws, strict enforcement, faster Smoking/Tobacco (Control) Bill revision, resist tobacco firms.
Sep.22 by 2FIRSTS.ai
Singapore tightens vape enforcement, mandates rehab for etomidate users
Singapore tightens vape enforcement, mandates rehab for etomidate users
Singapore’s Ministry of Health (MOH) and Health Sciences Authority (HSA) reported that from Sep 1 to Oct 12, 1,339 people were caught for vape-related offences, including 102 found in possession of etomidate-laced vapes.
Oct.17 by 2FIRSTS.ai
Opinion | Samrat Chowdhery: Tobacco Price Elasticity—A Convenient Myth?
Opinion | Samrat Chowdhery: Tobacco Price Elasticity—A Convenient Myth?
This opinion piece, submitted by Samrat Chowdhery to 2Firsts, challenges the logic of tobacco price elasticity. It argues that high taxes often harm vulnerable populations and fuel illicit markets rather than reducing smoking.
Oct.21