Ensure Fairness in Technology with Our Bias Evaluation
Serve Legal's fairness testing, using a diverse pool of 10,000+ auditors, identifies biases in race and gender within biometric systems. We help developers create more inclusive technologies that represent all users fairly.
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How Serve Legal can help
The Risk
Studies have shown that current biometric systems can be biased against certain demographics, particularly people of colour and women. This introduces fairness concerns and could expose businesses to legal challenges if their systems unfairly treat certain groups of customers.
How Serve Legal Help
Serve Legal conducts fairness testing across a broad range of demographics to ensure that your technology is unbiased. By using a sample of over 5,000 auditors, we test your systems for accuracy, bias, and fairness, highlighting any concerns or performance disparity relating to race and gender. This provides businesses with the tools to mitigate bias and deliver an equitable service.
What makes Serve Legal unique is our ability to conduct fairness testing at scale. With over 5,000 auditors from diverse backgrounds, we can ensure that your technology performs fairly across a wide array of demographic groups. Our coupled components testing also ensures that fairness is assessed not only for age estimation but also for liveness detection and other biometric systems, offering a comprehensive evaluation of your technology’s inclusivity.
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.
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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
Operate with confidence, knowing you're backed by people-powered biometric testing.
Start operating confidently when it comes to age-restricted products
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