Tiktok pilots alcohol sales with three-stage age checks
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IN SHORT
Tiktok is piloting alcohol sales on its e-commerce platform, Tiktok Shop, with approved retailers. The company is implementing a three-stage age verification process, requiring checks at account creation, checkout, and delivery, to prevent underage access.
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Key Numbers
40 per centyear-on-year growth for Tiktok's ad business
47 per centrise in search activity on Tiktok over the past year
50 per centjump in shop sales during Black Friday and Cyber Monday last year
27products sold every second during last year's sales events
Who's Involved
Tiktok
social media giant piloting alcohol sales on its e-commerce platform
Ofcom
UK's communications regulator investigating Tiktok's age assurance systems
Kris Boger
Tiktok UK head of sales
↳ Why This Matters
Tiktok's expansion into alcohol sales, a highly regulated sector, raises significant questions about its ability to enforce age restrictions effectively, potentially impacting its regulatory standing and user safety protocols. This move also signals a broader shift in the company's strategy towards becoming a comprehensive e-commerce platform.
Key facts
Tiktok is piloting alcohol sales on its e-commerce platform, Tiktok Shop.
Users under 18 will be blocked from accessing alcohol content or purchases.
Age verification will be conducted at account creation, checkout, and delivery.
The platform is working with approved, licensed retailers for the alcohol pilot.
Ofcom is investigating Tiktok's age assurance systems for compliance with the Online Safety Act.
Tiktok is expanding into alcohol sales on its e-commerce platform, Tiktok Shop, implementing a stringent three-stage age verification process to prevent underage access. The pilot, involving approved and licensed retailers, requires users to pass age checks during account creation, at checkout, and upon delivery, with drivers verifying government-issued ID. This move comes as Tiktok aims to solidify its position as a major retail seller, with its ad business growing and search activity increasing on the platform. The expansion into a highly regulated category is expected to intensify scrutiny of Tiktok's age assurance systems, particularly following Ofcom's investigation into the platform's compliance with the Online Safety Act. Ofcom has raised serious questions about the effectiveness of behavioural age estimation technology in preventing children from accessing age-restricted content. Tiktok has stated its confidence in complying with the Act and its commitment to online safety. The company also indicated it would adhere to any legislation mandating restrictions on under-16s accessing social media, advocating for consistent industry-wide application of such rules.
Frequently asked questions
Tiktok is implementing three stages of age verification: at account creation, at checkout, and upon delivery, requiring government-issued ID verification.
The pilot includes drinks such as Johnnie Walker Black Label whisky, AU Vodka, and Estrella Damm's Inedit beer.
Ofcom is investigating whether Tiktok's age assurance systems comply with the Online Safety Act and if its age inference technology is effective in identifying child users.
Tiktok is focusing on transforming Tiktok Shop into a major retail marketplace, with brands increasingly using the platform for full-funnel marketing and sales.
What Happens Next
01Ofcom will continue its investigation into Tiktok's age assurance systems.
02The government's proposed ban on under-16s accessing social media platforms may be implemented next year.
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Cadence
How It Developed
Tiktok is piloting alcohol sales on its e-commerce platform, Tiktok Shop.
Users under 18 will be blocked from viewing or purchasing alcohol.
Age verification will occur at account creation, checkout, and delivery.
Ofcom has opened an investigation into Tiktok's age assurance systems.
The government plans to ban under-16s from major social media platforms.
