Facial Biometric Accuracy and Fairness Auditing
How Serve Legal can help
The Risk
The widespread adoption of facial biometric technology requires trust from end users, retailers and governments and can only be truly accepted if they demonstrate continuous efforts to identify bias within the technology and that it can replicate or out-perform the human interaction it looks to replace.
A technology that is unable to this, will risk mistrust and obsoletion in the face of ever-increasing scrutiny and regulations across the globe.
How Serve Legal Helps
We conduct independent auditing to support the providers and deployers of facial biometric technology ensure that it is accurate and fair. Using our large community of engaged and vetted auditor, we can identify bias and in the case of age estimation technology, demonstrate accuracy levels. This in turn builds trust with deployers and the end users/customers, ensuring a frictionless experience across demographics and aids in widespread adoption of the technology.
Who We Are
Serve Legal is the market leading provider of compliance auditing services in the UK and ROI and is a trusted provider of a range of different audit programmes to some of the UK’s largest businesses and retailers.
Serve Legal has a nationwide community of 18+ auditors who are highly engaged and closely managed to deliver accurate audit results. We are able to fully audit entire retail estates across the UK and Ireland within weeks, as well as providing powerful analysis of audit data to support our clients in identifying and solving operational issues.
CLIENT TESTIMONIALS
We have worked with Serve Legal since 2008. During that time they have conducted over 14,000 audits to all of our stores in Scotland, North of England and Northern Ireland. Several stores are in very remote areas, as far north as Wick and Thurso. Serve Legal has always been able to visit any store that we have requested no matter how challenging the location. The audit reports are always delivered in an accurate and timely manner and the management team have a pro-active approach and are always looking for ways to improve their service to their customers. We would have no hesitation in recommending Serve Legal to others.
Leading Co-op Retailer
We use Serve Legal regularly to carry out tests on our compliance with age restricted sales. This includes tobacco and the recently introduced tobacco display ban. They deliver a reliable and efficient service within agreed deadlines and with very few data errors. They are able to swiftly provide accurate analysis of our data which helps with our training and future testing programs.
Leading UK Supermarket Retailer
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.
Leading UK Sports Broadcaster
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.
Large National Supermarket Chain
The Serve Legal information is extremely useful, informative and well presented. The issues with sites not using ‘Challenge 25’ can now be dealt with the backing of evidence of where they’re failing. I am most pleased with how the surveys are being conducted and appreciate the detailed information provided.
Leading Forecourt Dealer
Using an independent test purchase service such as Serve Legal demonstrates to the local authorities that I am taking the issue of underage sales seriously. The due diligence provided is invaluable and has played an important role in defending my license in a recent licensing hearing.
Leading Convenience Retailer
We have worked with Serve Legal since 2008. The visit reports are always delivered in an accurate and timely manner. The accuracy and consistency of the information provided has allowed us to identify training needs, target resource, protect our business and improve our compliance. I would have no hesitation in recommending Serve Legal to others.
National Supermarket Client
We use Serve Legal monthly to conduct test purchases of alcohol, in order to monitor our adherence to our Challenge 25 policy. This is also extended to campaigns of test purchasing on other age-restricted products. The professionalism and flexibility they offer has assisted us in improving our compliance levels, and where required, using targeted activity. The online portal provides easy to read data in a timely fashion for reporting.
Leading Forecourt
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 wide 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.
Leading National Supermarket Client
Serve Legal was appointed by my company in order that we gain valued feedback from a licensing perspective. The relationship between Serve legal and my business is friendly, professional and feels personal. The feedback we have gained is invaluable to our operation, we have been able to use the data to make changes in our business to ensure a risk free operation. I would highly recommend.
Hollywood Bowl Group
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 and food allergy policy.
Our Customer Experience Allergen audit has been designed in collaboration with an experienced Environmental Health Practitioner and is approved by Trading Standards.

FAQs
Common Questions about Serve Legal
Q: How much do you charge?
A: It depends on your sites, quantity etc.
Q: Can we benchmark against other companies?
A: Yes, we have an extra charge for anonymous industry bench marketing data.
Q: What other types of audits and inspections does Serve Legal offer?
A: Serve Legal also offers age-verification audits, facial biometric accuracy and fairness auditing, revenue protection, responsible gambling, digital media and sports broadcasting compliance audits as well as customer service and experience audits.
Q: Can you audit all required locations?
A: Serve Legal has created a unique community of Auditors which cover all areas of the UK and ROI every day, all year round.
CONTACT US
1st floor Citibase Millbank Tower
21-24 Millbank, London, SW1P 4QP
Corporate Enquiries: businessenquiries@servelegal.co.uk
Our Office Hours are 9:00-17:30
Contact us today
Get in touch today with a member of our team!