Get smart with Smart ID
Even though legislation in Denmark is clear, proper enforcement of age verification regulation continues to be an issue. Danske Spil, the biggest gambling operator in Denmark, has developed an age verification tool using smartphone technology, but culture remains the biggest challenge.
A study commissioned by Danske Spil shows that more than half of Danes under 18 have never been asked to present an ID when purchasing age restricted products such as alcohol, tobacco or gambling products. Almost a third of Danes under the age of 18 have lied about their age in order to purchase age-restricted products or enter venues that sell age-restricted products.
Even though age restrictions have been in place in Denmark for many years, Danes must be 16 to buy beer, wine, lottery tickets and scratch cards, and 18 to buy alcohol above 16.5% and tobacco, and participate in sports betting, poker and casino games. Danske Spil makes gambling available online and through a network of more than 4,400 independent retailers across the country.
The challenge in enforcing age restriction regulation has been an issue for us and the retail industry for quite some time. None of us want minors to be able to gamble, which is why we have worked for years on prevention, understanding and addressing the challenges we see.
The Smart ID tool
In order to help the retail industry and the consumers that want easy access to a valid age verification tool, Danske Spil has developed a solution that did not exist on the market before. We call it Smart ID and have made it available for all Danes to use for free. Smart ID is an app on which the owner’s identity is verified through a common secure login solution, NemID, approved by the Danish authorities, coupled with a photo and password.
The Smart ID technology makes it possible to have a valid picture ID on one’s smartphone. We rarely see young people leaving their house without their phone in hand, so this makes Smart ID very easily accessible.
We find that the strength of Smart ID is a high level of security coupled with its accessibility. The ID can be used by everyone, but it is developed to meet the needs of the young generation. That appeals not only to the retail industry, but also to night clubs and music festivals that actively promote the use of Smart ID.
Why an app is not enough
We are very much aware that Smart ID is not a quick fix. The tool is a means and a step towards addressing a bigger challenge, one of culture. Many Danes are still not accustomed to or comfortable with being asked about verifying their age, and many employees in the retail industry shy away from asking customers about ID.
Part of the solution is creating awareness. At Danske Spil, we continue to orchestrate nationwide campaigns in partnership with the retail industry, music festivals, the hospitality industry, trade organisations and producers of alcohol, tobacco and over-the-counter medicine to promote Smart ID. Politicians, interest organisations and the big retail chains will get the chance to discuss the challenges of upholding age restrictions and possible solutions when a conference takes place this month at the Danish Parliament.
On the same day, retailers across Denmark will promote Smart ID and emphasise age restriction enforcement for customers. Mixing the availability of easy-to-use technology with awareness and information will hopefully be the right cocktail to further limit the risk of products with age restrictions being sold to minors. Danske Spil is in the game for the long haul, and we look forward to continuing to work with our partners to address this important issue.
[Bio] Stine Hove Marsling has worked at Danske Spil for almost three years, having spent time working on corporate communications and branding as well as social responsibility. She has a Masters in Communications and Business from Roskilde University and specialises in strategic communication, PR and HR, as well as CSR.