E-commerce continues to grow in popularity with over 20% of purchases expected to occur online in 2024. This growth can be attributed to various factors, including online retailers now selling a variety of products and customers increasingly looking for discounts, greater choice and convenience.
In recent years consumers have increasingly used online retailers to purchase items including alcohol, tobacco, vaping and bladed items. As the sale of these age-restricted products and services becomes more common online, e-commerce platforms must be aware of their responsibilities, ensuring that only individuals of the correct age can purchase them.
Legislating E-commerce
E-commerce legislation is complex and challenging to navigate. Rules differ according to jurisdictions, cultural norms, geographic markets and regulatory frameworks. Requirements also vary from country to country in trading blocs, such as the EU and regionally such as state-to-state in the US.
Certain products such as alcohol, may be banned in some jurisdictions or regions with strict religious or cultural rules. Age requirements to purchase identical products may also vary between countries. For example, the US has a higher age requirement to purchase alcohol than European countries including the UK, France and Germany. There is no unified global approach, with individual countries and regions having a variety of legal frameworks in terms of the age assurance required.
Therefore, e-commerce businesses needing to implement age assurance solutions should look to both international standards and local legislation to guide their implementation. This is particularly important if they plan to sell age-restricted products internationally. Therefore, to comply with regulatory requirements, business leaders should understand and address the challenges surrounding age assurance. This prevents legal repercussions and makes their platforms safer.
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