Ensure Your Technology Meets Standards with Independent Testing
Serve Legal helps businesses assess new technologies like Age Estimation through thorough audits and pilot testing. We simulate real-world conditions to improve system performance and build trust in innovative solutions, ensuring they meet regulatory standards.
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How Serve Legal can help
The Risk
Implementing new technologies in retail, especially those that impact customer transactions and security, introduces a range of potential risks. Biometric systems must not only be highly accurate but also comply with evolving regulations. Without proper testing, businesses risk adopting unreliable technology that could harm customer experience, result in lost revenue, or lead to compliance failures.

How Serve Legal Help
Serve Legal provides thorough audit and pilot testing services to assess the effectiveness, accuracy, and compliance of new technologies. This ensures that solutions like age estimation and biometric verification systems meet regulatory standards and function reliably in real-world settings. Through independent audits, in both lab and real world conditions, we identify weaknesses, refine systems, and help businesses build trust with both customers and regulators.
What sets Serve Legal apart is our academic backing. Our partnership with Durham University provides clients with rigorously tested, academically supported certifications, ensuring that the technology meets precise standards and regulatory requirements. Additionally, we offer scale: with over 10,000 consenting auditors across the nation, our tests are expansive and representative of the population, ensuring that the technology works seamlessly across different environments, demographics, and lighting conditions.
By testing under real-world conditions, we pinpoint areas that might not be apparent during controlled tests, allowing businesses to make adjustments to improve the technology’s performance. This is a comprehensive solution—coupled components that integrate both age estimation and liveness detection testing together to ensure holistic technology validation.

Who We Are
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 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."
"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."
"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?