SINGAPORE – A range of measures from facial scans to credit card and government identity verification is being rolled out in Singapore to control app downloads by those below 18, as app stores race to meet a March 31 regulatory deadline.
From April 1, app stores offering services in Singapore are required by the Infocomm Media Development Authority (IMDA) to screen and prevent users estimated to be below 18 years old from downloading inappropriate apps, such as those providing dating services or with sexual content.
App stores can do this either by checking government-issued identity documents, or by analysing facial age or online usage data, part of what are commonly known as age assurance measures spelt out in IMDA’s Code of Practice for Online Safety for App Distribution Services.
The code applies to Apple, Google, Huawei, Samsung and Microsoft as they operate stores or online portals for downloading applications.
Google, which was the first to detail its age assurance plans in October 2025, said it is already analysing search terms and content viewed online, among other signals, to estimate every account holder’s age.
The company’s age assurance measures will be fully rolled out to all Singaporeans by March 31, Mr Clement Cher, Google’s head of government affairs for Singapore, told The Straits Times on March 27.
Age assurance checks require users to have a Google account, so its machine learning technologies can analyse usage behaviour associated with the account.
By March 31, Google’s age estimation tech will also be used to provide additional protections on other services it runs.
On YouTube, for instance, all users below 18 with a Google account will be sent reminders to take a break, and be restricted from repetitively viewing certain content, such as those idealising specific fitness levels or body weights, or promoting social aggression.
An automatic filter that blocks explicit and potentially offensive content – including nudity, graphic violence and gore – will be turned on by default on Google Search.
On Google Maps, the Timeline feature, which creates a personal map of routes taken, will be disabled to limit collection of data on all users below 18 with a Google account. On Gemini, those below 18 will not be able to create images with the AI assistant, and responses given are also fact-checked to flag conflicting or inaccurate information, with sources cited.
“We will keep investing in ways to strengthen safeguards, support parents, and give young users age-appropriate experiences across our platforms,” said Mr Cher.
Samsung started rolling out its age assurance measures on March 27 to protect younger users, said a spokesperson in response to queries from The Straits Times.
Its Galaxy Store now prompts users to link a credit card to their accounts to complete the age verification process.
Once the verification is complete, users can unlink their cards from their accounts. Those who already have an existing card on file do not need to re-enter their card details, said Samsung on its website.
In Singapore, principal credit card holders need to be at least 21 years old, although individuals who are at least 18 years old can be issued supplementary credit cards tied to a parent’s or guardian’s credit card, or student credit cards with parental consent.
Similarly, from April 1, Huawei will screen users of its AppGallery by requiring them to link a credit card to their accounts for verification.
“As this is currently the only age-verification method available, users are encouraged to complete the necessary steps in advance to ensure a smooth experience when accessing Huawei AppGallery services,” said the company on its website.
On its website, Apple said its age assurance methods for users in South Korea and the UK include letting account holders link their credit cards to their accounts, or scan their government-issued identification or driver’s licence.
ST understands that the age assurance measures available for Singapore users will be similar to what is outlined for South Korea and the UK.
“Your credit card or ID documents aren’t stored unless you choose to save them for other purposes, such as adding a payment method to your account,” said Apple on its website.
Users who download apps and games rated 18+ on the Microsoft Store and Xbox stores will need to perform a one-time verification on their accounts using Singapore’s e-identity system Singpass, or by uploading an image of their government-issued identification such as the NRIC or passport.
Users can also take a selfie that will be analysed by Microsoft.
Having multiple options gives users flexibility while prioritising privacy, said Microsoft on its website on March 17, adding that users will see these updates implemented in the coming weeks.
First-person shooter game Call Of Duty and social media app Tumblr are some of the content rated 18+ on the Microsoft Store, for their use of extreme violence or strong language.
The push to protect minors is well-meaning and justified, given the normalisation of explicit content among youth, said 17-year-old Ng Cheng Jie, who downloads apps and games from the Google Play store on his Samsung smartphone.
The fifth-year student at the NUS High School of Math and Science said the new measures are unlikely to have a great impact on him, as he has mostly stuck to downloading games that are appropriate for a wide audience, such as Clash Royale and Gardenscapes.
“But I have my doubts regarding the execution, especially since the machine learning models may not be very accurate in estimation,” he said.
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