Juul Labs uses Berbix’s Age-verification Solution to Prevent Underage Usage



Use Case:

Age Based Verification

Juul Labs’ mission is to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products. JUUL products—like all tobacco and nicotine products—are for adult users. Effective online age-verification is a key to restricting underage access to these products. In 2017, the company established 21 as the minimum age of purchase on their own e-commerce platform. In December 2019, Congress voted to make Tobacco 21 the law of the land.

Juul Labs is continually looking at new systems and vendors to achieve best-in-class age-verification. The company conducted a vendor-selection process and Berbix demonstrated the ability to (1) significantly reduce the time it took for customers to verify their age through ID checks, and (2) consistently detected the broadest range of fake IDs.

Instant Age-Verification and Fraud Protection

After a straightforward implementation process followed by a pilot, Juul Labs now uses Berbix to seamlessly verify the age and identity of their customers.

Berbix has helped Juul Labs catch not only cases of underage users trying to purchase with a parent’s ID, but also sophisticated fake IDs that look legitimate to a trained human.

In addition, Berbix seamlessly fits into Juul Labs’ e-commerce user journey matching its modern checkout experience. The liveness challenge, in particular, is “well done” and most customers find it easy to complete.

Berbix Liveness check consent screen

Juul Labs has also used the analytics Berbix offers, and the insight available into Berbix’s system such as the prevalence of flags and the overall conversion funnel to identify risky or fraudulent customers.

The Berbix team has also provided consistent support to Juul Labs’ efforts to combat underage use through its age-verification system—from initial setup through ongoing support—and the receptiveness to feedback that has led to ongoing improvements to the system.

We are delighted to be partnering with Juul Labs to prevent underage users from accessing their product, and thank their team for putting their trust in us.

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