Demonstrate Your Due Diligence
Serve Legal’s Challenge25 certification ensures your age estimation technology is fair and accurate. With this certification, businesses can demonstrate due diligence, reduce conflicts, and create a smoother customer experiences.

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How Serve Legal can help
The Risk
Age estimation technology offers significant potential for reducing customer conflicts and improving the sales experience, but it must be reliable and precise. If this technology fails, businesses face legal and reputational risks, as well as operational inefficiencies.

How Serve Legal Help
Serve Legal’s Zero Failure certification ensures that age estimation technology is fair, accurate, and identifies bias to support mitigation. We rigorously test your technology to ensure that it works seamlessly across different demographics and operational environments. Our certification provides proof that the system meets regulatory standards, helping businesses operate with confidence and avoid potential legal issues.
What sets Serve Legal apart in this area is our academic backing. Our collaboration with Durham University ensures that the age estimation testing process is backed by the latest research, providing businesses with reliable and scientifically-supported results. Moreover, our scale allows us to conduct extensive testing, ensuring that the technology performs reliably across a broad range of real-world scenarios and demographic groups. By combining age estimation testing with coupled components, we provide a thorough, integrated solution that guarantees the technology is both accurate and reliable.

Who Are We
Serve Legal is the market-leading provider of compliance auditing services in the UK and ROI. In recent years, Serve Legal has leveraged its extensive community of over 10,000 auditors to support businesses in testing, auditing, and improving technological advancements in proof-of-age systems. This includes aiding the fair adoption of age estimation technology, ensuring businesses remain compliant and competitive in a rapidly evolving technological landscape.




Why we are trusted
See why our clients trust us to deliver exceptional results—straight from their own words.
"We have worked with Serve Legal since 2014 and they have significantly helped us to combat illegal broadcasting in the UK and Ireland. Their knowledge, expertise and robust auditing in conjunction with the prompt supply of infringement data has generated over 8,000 leads; which has led to valuable leads for our sales force and investigation team to defend our investment in exclusive sports content. Serve Legal have consistently delivered against agreed KPIs."
"We have worked with Serve Legal since 2009 and they have helped us to significantly reduce our risk with age-restricted sales. They have played a key role in monitoring our risk across a range of age-restricted products. Their knowledge, speed of service and flexible data provision helps us to sharpen our training and inform our future approach to compliance."
"Serve Legal provides our business with a robust and insightful service to support us in managing and improving our allergen compliance. Allergen safety is an extremely important area for our business so our programme with Serve Legal helps us to accurately monitor performance as well as identify training needs and areas for improvement. I would have no hesitation in recommending Serve Legal’s allergen audit service to others who are looking for insight and assurance in this area of retail compliance."

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About us
In early 2006, Ed Heaver and Julian Sargeson were alcohol retailers with a problem. The local authority had decided one of their sites was consistently serving underage people.
They wanted to check their staff, measure the site performance and demonstrate to the authority they were taking the issue seriously. They couldn't find a company providing a cost-effective service, so they decided to do it themselves.
The business has since grown to become the market leading provider of compliance auditing services in the UK & Ireland, and a leading voice in the conversations around age-verification, food allergy policy and the implementation of fair biometric testing.
Our Awards
Don't just take our word for it, see the awards that back up our claims of excellence.
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Better Society Awards Finalist 2025

Elite Business Finalist 2025
Moneypenny Customer Service of the Year Award

Elite Business Award Winner 2025
Top 100 SME Businesses - #8 in the UK

Growing Business Awards Winner 2023
Customer Experience and Loyalty Award

The Golden Grocer Awards 2022 Finalist
Business Initiative of the Year

Growing Business Awards Winner 2022
B2B Business of the Year

Business Champion Awards 2022 Finalist
Business Community Award
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Operate with confidence, knowing you're backed by people-powered biometric testing.
Start operating confidently when it comes to age-restricted products
Looking to work for us as one of our mystery shoppers?