Why This Rejection Happens
The carrier vetting team identified content on your website that requires age verification (Alcohol, Tobacco, Firearms, Adult Content), but no functioning Age Gate was found. Federal law and carrier policy mandate that access to this content be restricted to users who verify their age upon entering the site.
- Selling wine, beer, or spirits without a 21+ popup.
- Selling vape pens or e-liquid without a 21+ popup.
- Marketing firearms or ammunition without an 18+/21+ popup.
- Gate is easy to bypass (e.g., just a footer link instead of a modal).
Root Cause Analysis
Primary Triggers
- Visual Identification: Vetting is manual. If an agent loads your page and sees a bottle of vodka before seeing an age verification prompt, you fail instantly.
- Technical Failure: Sometimes the gate exists but doesn't load for the agent due to ad blockers or slow scripts. It must be robust.
Age Gate Requirements
| Feature | Standard | Why? |
|---|---|---|
| Timing | Immediate on load (Splash/Modal). | Prevent minor exposure. |
| Method | DOB Input or "I am 21+" Button. | Active confirmation required. |
| Coverage | Whole site (Home + Subpages). | Entry via SEO links must also be gated. |
Step-by-Step Remediation
Install the Gate
Use a plugin (WordPress: AgeVerify, Shopify: Age Checker) or custom code to display a modal popup. Set the cookie duration to 30 days.
Enable Attribute
Return to your campaign settings. Ensure the "Age Gated Content" attribute is checked. Without this flag, even a perfect website will be rejected by the automated logic.
Pre-Resubmission Checklist
- I have verified the gate appears in an Incognito window.
- The gate is set to the correct age (21 for alcohol/tobacco).
- I have enabled the "Age Gated" attribute in my submission.
Fix It Faster
Verify gate visibility.
Related Rejections
Need Code?
Get a JavaScript snippet to add a compliant gate to any site.
Legal Disclaimer: Code 30888 enforces legal restrictions on age-gated commerce. Compliance protects you from liability regarding sales to minors.
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