The age verification rules require users to prove they are over 18 via methods such as uploading photo ID, submitting credit card details, or undergoing facial scans.
UK porn site traffic has plunged by almost half, according to digital analytics firm Similarweb, after enforcement of the UK’s Online Safety Act began on 25 July 2025. Pornhub’s average daily UK visits dropped by an estimated 47%, falling from about 3.2 million in July to approximately 2 million by early August. Traffic to XVideos also fell 47%, while xHamster experienced a 39% decline.
The age verification rules require users to prove they are over 18 via methods such as uploading photo ID, submitting credit card details, or undergoing facial scans. Sites that fail to comply risk fines or being blocked by UK internet service providers.
Some users appear to be circumventing the new measures—VPN usage in the UK surged, with apps like Proton and Nord near the top of App Store charts. This may mask true browsing locations and skew traffic data.
Ofcom, the UK’s media regulator, has launched investigations into several providers to assess compliance. While the law has curtailed access to major adult sites, it also prompts concern over privacy, free speech, and the diversion of traffic to smaller, potentially unregulated platforms.