In June 2024 Mexican beer company Tecate created a website age verification tool that uses questions only people of legal drinking age should know the answer to.
Mexico has seen a huge increase in underage drinking in recent years, with as many as 60% of young people experimenting with alcohol, according to a 2023 survey by the Institute of Psychiatry of the State of Baja California.
Drawing from Google’s Captcha technology, designed to beat online bots, Tecate has developed a tool that asks questions only 18 and up should be able to answer. Questions cover topics ranging from popular culture to everyday items and fashion trends from generations before.
There are over 150 questions designed to validate each decade. After engaging with the captcha, users are invited to sign a pledge committing to fight underage drinking in Mexico. This initiative is designed to draw attention to the issue of underage drinking in a fun way that people will talk about.
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