BAT and Channel Islands Coop team up to roll-out Yoti facial age estimation technology in stores

British American Tobacco (BAT) has partnered with The Channel Islands Co-operative Society (Channel Islands Coop) and Yoti to introduce facial age estimation technology in Coop stores.

Live in ten stores across Jersey, the pilot forms part of BAT’s commitment to combat underage sales and youth access to its tobacco and nicotine products.

BAT currently uses Yoti in more than 600 stores across Europe, planning to reach 1,000 by the end of this year. This includes in BAT owned stores in Bosnia and Herzegovina and Croatia, with ongoing implementations in Poland, Italy, and Serbia.

In traditional retail, projects are being conducted with key retail partners in Greece and Hungary. It is also piloting Yoti in trade activities where direct consumer interaction occurs, such as in Poland.

BAT also uses Yoti’s solutions including facial age estimation, age verification and identity verification across some of its markets. Since August 2023, it has been tapping Yoti across BAT owned vending machines including in the UK. Further expansion plans are being explored.

Danni Tower, Group Head of Scientific & Regulatory Affairs at BAT, says: “Underage Access Prevention remains our top priority as we address the unintended consequences associated with tobacco and nicotine products. Early results show Yoti’s strong potential in supporting us prevent underage access to smokeless products, supporting harm reduction through purpose driven and world leading innovation.” 

Mark Cox, CEO of the Channel Islands Coop, says: “As the largest retailer in the Channel Islands, we take our responsibilities extremely seriously. Our colleagues are on the front line of enforcing age verification, which can be both challenging and sensitive. By trialing this technology, we’re giving them the tools to uphold our social responsibility promise, ensuring that age-restricted products are only sold to those legally entitled to purchase them.”

“This isn’t just about compliance. It’s about protecting young people, supporting our colleagues, and showing leadership in ethical and sustainable retailing. Social responsibility is at the very heart of Coop’s culture, and this initiative reflects our values in action.”

The customer is required to scan a QR code with their mobile device or use an in-store device, such as  a tablet. All customers need to do is take a selfie and the technology estimates their age. The moment their age is estimated, the image is permanently deleted. If the customer is verified as over 18, they can proceed, otherwise additional proof of age needs to be shown to staff. For the Channel Islands pilot, the age threshold is set at 20.

Susanna De Iesu, Commercial Director, BAT UK&I, says: “We are proud to be launching this pilot with Yoti and Coop to jointly demonstrate our commitment to underage access prevention in Jersey. Globally, technology is at the forefront of our transformation and plays a crucial role in combatting underage access.”

“Our partnership with Yoti, an innovative, cost-effective, facial age estimation technology, demonstrates our advancement in technological innovation and provides an extra level of protection to ensure our products are sold solely to adult nicotine consumers.”

Robin Tombs, CEO at Yoti, says: “We’re delighted to be working with BAT and the Channel Islands Coop, creating safer retail environments and preventing underage access to age-restricted goods.”

“Our facial age estimation technology helps people to pass age checks without needing to present an ID or wait for staff assistance. It offers a faster, more secure, inclusive and privacy preserving way for adults to prove they are of legal age to purchase age restricted goods - while also protecting underage shoppers.”

“This partnership demonstrates how the tobacco and nicotine industry can harness technology to uphold age restrictions and prevent youth access, while creating frictionless experiences for adults.”

2025 RTIH INNOVATION AWARDS

Age estimation technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.