Pornhub'S Uk Traffic Plummets 77% Amid New Age Verification Rules

Pornhub's Traffic Takes a Hit

Pornhub has announced a dramatic 77% decline in UK visitors since the implementation of new age verification measures in July under the Online Safety Act. The adult content giant suggests that sites bypassing these regulations are reaping the benefits. While the BBC has not independently confirmed Pornhub’s figures, Google's data shows searches for Pornhub have nearly halved since the law was enacted.

“It is likely that people not wanting to verify their age or identity to access sexual content, for example because of privacy concerns, are using VPNs to get around this,” Dr. Hanne Stegeman from the University of Exeter told the BBC.

This adjustment in UK internet habits may result from users either cutting down on adult content or finding alternative access through VPNs, masking their location. Pornhub remains a global leader in the adult content industry, ranking as the 19th most-visited site worldwide according to Similarweb.

The Impact of Age Verification

Under the new law, UK users must prove they are over 18 using methods like facial recognition to access adult sites. Ofcom reported a near one-third drop in visits to adult sites in the UK, attributing this to the law effectively preventing children from inadvertently encountering explicit content.

Ofcom's data also indicates VPN usage in the UK surged, with Cybernews noting over 10.7 million VPN app downloads in 2025. The watchdog remains committed to enforcing these rules, prioritizing site investigations based on risk and user numbers. Cybernews researcher Aras Nazarovas remarked that while some UK users are now classified as non-UK due to VPN use, others simply shifted to non-compliant sites.

Calls for Alternative Solutions

Alex Kekesi from Pornhub's parent company Aylo, in discussions with Ofcom, criticized the new rules as unenforceable. With an estimated 240,000 adult platforms in the UK and only a fraction under scrutiny, she argued that some sites have exploited the system for growth.

Kekesi advocated for age verification at the device level instead of individual sites, a unique stance in the global landscape of online safety regulations. While France, another major market, faced a shutdown when demanding similar compliance, the UK has allowed more flexible solutions like email-based age checks.

Despite calls for a "level playing field," the Age Verification Providers Association stresses the need for robust checks over superficial ones. Cybersecurity expert Chelsea Jarvie emphasized the importance of layered safety controls across the internet to ensure comprehensive online safety.