Australia's forthcoming ban on social media use for people under 16, set to take effect in November 2025, has sparked widespread interest in age assurance technologies. The law requires social media platforms to take "reasonable steps" to verify users' age and prevent minors from accessing their services, but the definition of "reasonable steps" remains unclear.

The Australian government will conduct a trial next year to help regulators set key parameters for age assurance technologies. This trial is expected to be closely watched globally, given concerns about the impact of social media on children's well-being. The outcome of the trial could have far-reaching implications, potentially paving the way for similar countrywide bans and driving growth in the age assurance sector.

Several companies, including U.S. identity giant Entrust, German startup veteran IDnow, U.S. firm Jumio, Estonia-based Veriff, and U.K. player Yoti, offer services in this area. Yoti has confirmed its participation in the Australian trial, which will test its facial age estimation technology, Digital ID app, ID document, and Liveness features.

The term "liveness" refers to digital ID verification technology that detects whether a person pictured on an ID document is the same person as the one sitting behind the computer trying to access a service. This typically relies on AI-based analysis of a video feed of the user.

The Age Check Certification Scheme (ACCS), a U.K. not-for-profit, will oversee the Australian trial. ACCS' CEO and founder, Tony Allen, explains that age assurance breaks down into three areas: age verification, age estimation, and age inference. Age verification confirms the exact date of birth of the user, while age estimation provides an estimate or range, and age inference relies on other confirmed information to demonstrate that a user is older than a certain age.

Allen predicts that age assurance technologies will become more widespread, with the ACCS conducting testing projects "all over the world." He believes that the technology is "definitely coming" to much more of the internet soon.

Privacy has become a key selling point for newer forms of age assurance, with a focus on designing technology that is both secure and privacy-preserving. Allen downplays concerns over data being shared inappropriately, stating that third-party age-assurance providers will only provide a yes/no response to an age-check ask, thereby minimizing the data they return to the platform and shrinking privacy risks.

As the industry grows, more age assurance technologies and companies are expected to emerge. Allen suggests that there will be a mix of approaches, including age verification, age estimation, and age inference. The Australian trial will likely set a precedent for the development of age assurance technologies globally, with companies like Yoti pushing for more wiggle room around the margin of error for facial-age checks.

With increasing attention from lawmakers, the age assurance sector is poised for significant growth. As the industry continues to evolve, it will be crucial to strike a balance between ensuring minors' safety online and protecting users' privacy.