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Zurich – 26 September, 2025 – As Switzerland prepares to debate age verification and eID legislation, SafetyTech firm Privately SA has helped millions of consumers complete privacy-preserving age checks during Summer 2025, based on accurate facial age estimation (FAE) and without the need for any other ID.
Privately has pioneered privacy-by-design, offering fully anonymous age checks for both online and offline use. Its AI-based age estimation is used in retail stores across the UK, US,and France, where it prevents up to eight underage sales per store each day. Even bigger trialsare underway by retailers, payment providers and advertisers to bake in Privately’s technology into their user flows.
“AI-based facial age estimation technology has matured faster than most regulators realise. Recent regulatory announcements in the UK, Australia and US have shown an overwhelming acceptance of age estimation technology as a means of highly effective age assurance,” said Deepak Tewari, CEO, Privately SA. “Switzerland has its own legislation coming shortly, and we’ve shown it is possible to protect children online and in physical settings, in a way that protects privacy and avoids the need for an intrusive ID check.”
“In fact, when given a choice, most users will choose facial age estimation over an ID check. It is quicker, smarter and a more practical solution for most use cases. As lawmakers introduce new rules, they must fully understand the solutions already available.”
Privately’s technology has been independently evaluated as among the best in the world in the Australian Government’s recent Age Assurance Technology Trial. Privately was the only provider offering fully on-device processing, ensuring no image or biometric data of the consumer ever leaves their devices, offering the highest data privacy guarantees in the industry.
Every Privately age check is processed entirely on the user's device or the store’s camera. The result is a fast, accurate, and frictionless experience for users, retailers, and platforms, and a model for privacy-preserving digital regulation worldwide.
Privately’s technology for age-gating ads and promotions is currently being trialled in stores across Switzerland. This means that only age-verified adults would be allowed to see offers and promotions in any retail store,
“Our retail store trials in Switzerland have been very successful, and for brands and retailers, this opens up the possibility of compliant promotions across digital, in-store, and retail media channels,” said Deepak Tewari.
Privately SA is also used by many leading social media and gaming platforms, such as Discord, AnotherAxiom, Quora and NexusMods, all of which have deployed Privately’s ‘on-device’ Privacy by Design age checks in their platforms.
