TikTok Pledges Three-Stage Age Checks as It Pilots Alcohol Sales on TikTok Shop
TikTok is piloting alcohol sales on its TikTok Shop platform in the UK, strictly enforcing a three-stage age verification process to block under-18s from buying or viewing alcohol. The social media giant is working with a small group of approved, licensed retailers, selling products such as Johnnie Walker Black Label whisky and AU Vodka. Users under 18 cannot access TikTok Shop or see ecommerce content. Age checks occur at account creation, checkout, and delivery, where drivers verify government-issued ID. The move comes amid heightened scrutiny from Ofcom, which is investigating whether TikTok's age assurance systems comply with the Online Safety Act. The UK government also plans to ban under-16s from major social media platforms next year. TikTok says it is confident in its compliance and has invested billions in online safety. The alcohol pilot marks TikTok's expansion into a tightly regulated retail category as it transforms from a video-sharing app into a major ecommerce platform, with sales growing rapidly.
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