New research from Ipsos – the global market research and public opinion polling firm – published this month, shows that seven in ten Britons (69%) support the introduction of age verification checks on platforms that may host harmful content such as pornography, eating disorder material, or content promoting self-harm or suicide. Support cuts across political and demographic groups, with parents and women particularly in favour.
While Britons are generally supportive of age checks, the real question is how to make them work in practice and in a way people are comfortable with. Ipsos finds that willingness varies depending on the type of platform. Just 19% say they would provide proof of age for dating apps, falling to 14% for pornography sites. These figures underline the importance of less intrusive solutions that rely on minimal Personally Identifiable Information (PII) to complete an age check.
So, where does the public draw the line on how to prove their age?
Email leads the way
Ipsos’ survey of 2,196 adults found that email is by far the most popular age check method:
- 56% say they’d be likely to use their email to prove their age. By comparison:
- 43% would use a photo or video of their face.
- 40% would use photo ID like a passport or driver’s licence.
- 39% would provide a phone number.
When it comes to financial details, the public’s reluctance is overwhelming, with 68% saying they would be unlikely to use a credit card and 72% saying the same for banking information.
A low-friction, privacy-first solution
These findings echo what we see at Verifymy. Our customers – platforms and sites seeking to protect children online without alienating adult users – know that email-based age checks strike the right balance. They are low-friction, inclusive, privacy-preserving and remove the need for the sharing of sensitive or intrusive personal data.
Email-based age checks mean:
❌ No ID uploads
❌ No selfies
❌ No credit card details
❌ No apps to install
✅ Just an active email address. Simple as that. It’s a low-barrier, highly effective approach that ensures children are kept out of adult spaces, while legitimate users retain an easy and secure way to access 18+ content.
Aligning public support with practical solutions
Ipsos highlights a paradox: while the public strongly supports age checks in theory, many are sceptical about handing over their most personal data.
That makes email the clear winner. It delivers the protection policymakers are looking for, while reflecting what the public actually trusts and is willing to use. With millions of email-based age checks already completed, Verifymy is proud to have pioneered a practical, privacy-first solution to one of today’s most complex online safety challenges.
If you want to learn more about Verifymy’s email-based age checks, please get in touch.
