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2nd March 2023

What is Age Verification and why do we do it?


Age verification is just us checking that you are old enough to buy our products – it’s nothing to worry about and shouldn’t take very long at all. Also, once you have created an account and verified your age on, you shouldn’t have to do it again. Here’s some information about our process to get you started.

Why do I need to verify my age?

You must be at least 18 years of age to purchase and use our blu products, and to use our website. This is to make sure that we meet our legal obligations.

How are you verifying my age?

Your Identity Data will be sent to our service provider, Persona, who checks the information against public sources to verify your age. If for some reason Persona are not able to verify your age from the information provided, you will be asked to consent to a full identity check which requires submitting identification such as your passport or driver's licence.

For more information on what kind of Identity Data you need to provide, check out our Privacy Notice.

Will personal information collected during age verification be stored or shared?

We will keep your Identity Data for as long as you have an account with us or for as long as you are a user of our blu services, and generally for a period of 27 months following your last purchase of a product or when you last accessed your account.

We may need to keep your Identity Data for a longer period under certain limited circumstances. For more information, please see our Privacy Notice.

If you have submitted any identification documents as part of the age verification process, this will be deleted after your identity check is completed and will not be retained by us or Persona.

Still got questions about Age Verification? Get in touch with our Customer Service team, who will be happy to help!