Innovative age assurance: Email address as the new benchmark for frictionless age estimation

In an increasingly complex digital landscape, age assurance has become a foundational component of online safety. As regulation shifts from theory to real-world implementation, platforms are under growing pressure to demonstrate effective, privacy-preserving ways to protect users – particularly children – while maintaining a seamless user experience.

Age assurance encompasses a range of methods used to verify, estimate or infer a user’s age, ensuring they meet minimum age requirements when accessing content or services online.

In this white paper, we explore how age assurance is evolving in practice, examine key regulatory developments shaping the global landscape, and introduce email-based age checks – a low-friction, privacy-preserving and highly effective approach to determine user age at scale and ensure children have the age-appropriate experiences online that they deserve.