In the weeks following the enforcement of the United Kingdom’s new age verification rules for adult websites, the country’s digital landscape has undergone a dramatic transformation. Since July 25, 2025, when the Online Safety Act’s age checks became mandatory for adult content providers, web traffic data and industry responses have painted a vivid picture of how sweeping regulatory changes can reshape online behavior almost overnight.
Data from Similarweb, as reported by both BBC and the Financial Times, reveals that Pornhub, the UK’s most-visited adult site, suffered a staggering 47% drop in traffic between July 24 and August 8. In raw numbers, this means Pornhub’s average daily visits plummeted from 3.2 million in July to just 2 million in the first nine days of August. The story was much the same for other giants in the sector: XVideos also saw a 47% decline, while xHamster lost 500,000 visits, falling to 1.2 million daily. OnlyFans, another major player, experienced a traffic decrease of over 10% in the same period.
This abrupt downturn in visitors coincided precisely with the introduction of enhanced age verification measures. Under the new rules, adult websites are required to ensure that all UK users are over 18, employing a range of checks such as credit card verification, photo ID matching, or even facial recognition technology that estimates age from a selfie. The aim, as outlined by the government and regulator Ofcom, is to make it significantly harder for children to access explicit material online.
Ofcom’s research underscores the urgency behind the legislation. The media regulator estimates that 14 million people in the UK watch online pornography. More alarmingly, their studies found that, over a one-month period, 8% of children aged 8-14 and 19% of boys aged 13-14 had accessed pornographic websites. The Online Safety Act is designed to address these troubling statistics, and according to polls cited by The Times, the act enjoys broad support from parents who want to see stronger protections for their children in the digital age.
Yet, the story isn’t just about falling numbers on the big-name sites. As visits to the largest, most compliant platforms have dropped, some smaller and less well-regulated pornography sites have seen a notable uptick in traffic. A spokesperson for Pornhub told BBC, "As we've seen in many jurisdictions around the world, there is often a drop in traffic for compliant sites and an increase in traffic for non-compliant sites." This migration suggests that while the law is having its intended effect on the major players, it may also be inadvertently funneling users toward corners of the internet that are less transparent and potentially more dangerous.
This concern is echoed by critics who warn that the new rules could push users toward more extreme material or even the dark web, where regulation is virtually nonexistent. The risk, they argue, is that by blocking access to mainstream sites, the government may be driving some individuals to seek out content in less savory—and less safe—places online.
Another unintended consequence has been the meteoric rise in the use of virtual private networks (VPNs). In the days after the age verification rules took effect, VPN apps soared to the top of Apple’s App Store in the UK. Providers such as Proton and Nord Security have reported huge increases in usage from British users. VPNs allow people to disguise their location, effectively making it appear as if they are browsing from outside the UK and thus sidestepping the new restrictions altogether. This development complicates efforts to measure the true impact of the law, as VPNs make it harder to determine where site traffic is actually coming from.
Recognizing these challenges, the Liberal Democrats recently wrote to the government calling for a parliamentary review, expressing concern that the widespread use of VPNs is undermining the effectiveness of the age verification measures. The issue has sparked debate not just about the technical aspects of enforcement, but also about broader questions of privacy and free speech.
Indeed, the Online Safety Act has proven contentious among digital rights advocates and some segments of the public. While the goal of protecting children is widely supported, critics have voiced fears about the potential for overreach. Some worry that requiring users to submit sensitive personal information—like government IDs or biometric data—raises serious privacy concerns. Others argue that the rules could stifle free expression online, especially if platforms err on the side of caution and restrict access to legitimate content.
One of the most high-profile legal battles to emerge from the new regulations involved Wikipedia. The site, known for its vast trove of user-generated content and educational resources, found itself ensnared in the act’s broad net. Wikipedia’s operators challenged the government in the High Court, seeking exemption from the regulations on the grounds of its unique status and public benefit. However, the court ruled against Wikipedia, leaving the site subject to the same requirements as commercial adult platforms. This decision has sparked further debate about how best to balance safety, privacy, and the free flow of information in the digital era.
Meanwhile, Ofcom has begun investigating the compliance of four companies that collectively operate 34 pornographic websites. The regulator’s efforts underscore the scale of the challenge: while the largest sites have implemented the required age checks, many smaller providers have not, potentially leaving significant gaps in the new safety net.
Age verification technology itself is evolving rapidly, with options ranging from traditional credit card checks to sophisticated AI-driven facial recognition. However, each method carries its own risks and trade-offs. Credit card checks may exclude those without access to banking services, while photo ID and biometric scans raise thorny questions about data security and user trust. As the UK’s experience shows, even the best-designed systems can be circumvented by determined users equipped with the right tools—like VPNs.
Despite these obstacles, the government remains committed to its goal of shielding minors from adult content online. The coming months will likely see further refinements to both the rules and the technologies used to enforce them. For now, the sharp drop in traffic to the biggest porn sites is a clear sign that the Online Safety Act is having a measurable impact, even as questions linger about its broader effectiveness and potential side effects.
As the dust settles, regulators, tech companies, and civil society will continue to grapple with the complex interplay of safety, privacy, and digital rights in an ever-evolving online world.
