Mastercard has announced a new service called “Identity Attribute Verification,” aimed at providing merchants with a way to confirm additional attributes of cardholders, such as age, date of birth, and address. The service is primarily designed to facilitate age verification, which is commonly required for purchases of restricted items like alcohol.
The new offering will allow merchants to securely validate a cardholder’s age through their card issuer, simplifying the process and reducing friction during transactions.
Dennis Gamiello, Mastercard’s EVP and Global Head of Identity, highlighted how the service works by enabling seamless age verification when required for certain transactions. For example, when purchasing age-restricted items online, customers would place their order as usual, and Mastercard would verify their age in the background without interrupting the shopping experience.
The service is being launched at a time when age verification in digital channels is gaining increased regulatory attention. In the United States, several states have introduced legislation requiring age checks for minors accessing social media and adult content. Similarly, the UK’s Online Safety Act mandates age verification for accessing certain websites, with detailed guidance expected in 2025.
Mastercard’s Identity Attribute Verification will initially be rolled out in selected European countries, with plans to expand globally by 2025. The company is collaborating with governments and organizations seeking more accurate and seamless ways to verify identity attributes in compliance with evolving regulations.
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October 16, 2024 – by the Mobile ID World Editorial Team
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