UK age checks cut traffic to top porn sites

Data from Similarweb shows a sharp drop in UK visits to major adult sites after age checks were rolled out under the Online Safety Act, illustrating how regulation can reshape online habits.

UK traffic to popular porn sites slumps after age checks introduced

Visits to Pornhub fell from 3.6 million on July 24 to 1.9 million on August 8, a 47 percent drop. Similar declines were seen at XVideos and xHamster, down 47 percent and 39 percent in the same period. The age checks began on July 25 under the Online Safety Act. Similarweb data, first reported by the Financial Times, track the change.

Not all platforms saw dips. Some social sites that gate content like X and Reddit did not show traffic falls. Ofcom backs age assurance measures including facial age estimation, age checks via banks or mobile networks, and photo ID matching, while asserting the act will not curb free expression. The act carries penalties for breaches, from formal warnings to fines up to 18 million pounds or 10 percent of global turnover, and in extreme cases blocking in the UK. The policy has sparked political rows, including clashes with Reform UK led by Nigel Farage.

A surge in VPN downloads accompanies the rollout, as users seek ways around limits. VPN apps have frequently dominated the top spots in Apple’s App Store, illustrating a broader tension between regulation and access.

The data point reflects a rapid, short term adjustment by some users and platforms in response to age checks. It raises questions about whether safety goals come at the cost of user access and freedom, and whether enforcement will be even or uneven across sites. The uneven impact across platforms suggests a need for clearer rules on what counts as compliant behavior and how to verify age without stifling legitimate content. The political dimension complicates implementation, risking a backlash that could influence future policy choices.

Looking ahead, regulators may need to balance safeguarding children with protecting online freedoms and small operators. If traffic shifts persist or grow in non compliant spaces, the act could push platform costs higher or reduce transparency about who is seeing what content. The VPN surge signals a demand for circumvention that policy makers will have to address in future updates and enforcement.

Highlights

Regulation and online life Are in a state of ongoing adjustment as rules meet real world use.