Pornhub says its UK web traffic has plunged by 77 percent since new age verification checks for adult websites were introduced under the Online Safety Act. The adult entertainment giant claims the rules have driven users to competing sites that are ignoring the new regulations. The BBC could not independently confirm Pornhub’s data, but Google Trends indicates that searches for Pornhub have fallen by nearly half since the law took effect. This sharp decline may partly reflect reduced consumption of adult content, though many users appear to be bypassing restrictions by using virtual private networks (VPNs) that hide their real location. Pornhub remains the world’s most visited adult site and ranks 19th among all websites globally, according to Similarweb. Under the new Online Safety Act, anyone in the UK who wants to access adult content must verify that they are over 18 through methods such as facial recognition or ID checks.
Pornhub Reports 77% Drop in UK Visitors After New Age Rules
The site’s report adds to growing evidence that UK internet habits are shifting since the age verification rules came into force. Ofcom data shows that total visits to pornographic websites have dropped by nearly one third since late July, suggesting the new law is achieving its aim of limiting children’s exposure to explicit material. An Ofcom spokesperson said the regulations mark the end of an age blind internet era where many sites made little effort to confirm user ages. The regulator estimates that the number of people using VPNs rose to about 1.5 million daily when the rules began but has since fallen back to around one million. Cybersecurity researchers report that VPN downloads in the UK have surged, exceeding 10 million in 2025 alone. Experts say many adults are using VPNs to avoid sharing personal information with adult sites, citing privacy and security concerns. Information security analyst Aras Nazarovas told the BBC that a large portion of Pornhub’s lost UK audience may simply appear as non UK traffic due to VPN usage. However, he believes some viewers have genuinely switched to unregulated platforms that do not enforce age checks.
Alex Kekesi, an executive at Pornhub’s parent company Aylo, described the new rules as unenforceable. She said Ofcom faces an impossible task overseeing more than 240,000 adult sites visited by millions of UK users while having taken action against fewer than 70 for non compliance so far. Kekesi also warned that certain non compliant sites are seeing huge traffic increases and may contain dangerous or illegal material. Ofcom defended its enforcement strategy, stating that rising traffic to unsafe sites can trigger investigations. The regulator said any platform that fails to protect minors faces possible enforcement action. Kekesi has urged UK authorities to consider applying age verification at the device level rather than on individual websites. She argued that Pornhub complied with the law because the UK allowed flexible verification options such as email-based confirmation, avoiding biometric data collection.
While the debate continues, experts agree that no single solution can guarantee online safety. They emphasize that multiple layers of age assurance and privacy protection are needed to create a safer digital environment for all users.
source:BBC
