Since the implementation of stringent age verification measures last month, visits to popular adult websites in the UK have seen a significant decline, according to recent data.

Daily traffic to PornHub, the most frequented porn site in the UK, dropped by 47%, from 3.6 million on July 24 to 1.9 million on August 8.

Data from digital market intelligence firm Sircerweb indicates that the next popular platforms, Xvideos and Xhamster, also experienced declines of 47% and 39% during the same period.

As reported initially by the Financial Times, this downturn seems to reflect the enforcement of strict age verification rules commencing on July 25 under the Online Safety Act. However, social media platforms implementing similar age checks for age-restricted materials, like X and Reddit, did not experience similar traffic declines.

A representative from Pornhub remarked, “As we have observed in various regions globally, compliant sites often see a decrease in traffic, while non-compliant ones may see an increase.”

The Online Safety Act aims to shield children from harmful online content, mandating that any site or app providing pornographic material must prevent access by minors.

Ofcom, the overseeing body for this law in the UK, endorses age verification methods such as: verifying age via credit card providers, banks, or mobile network operators; matching photo ID with a live selfie; or using a “digital identity wallet” for age verification.

Additionally, the law requires platforms to block access to content that could be harmful to children, including materials that incite self-harm or promote dangerous behaviors, which has sparked tension over concerns of excessive regulation.

Ofcom contends that the law does not infringe upon freedom of expression, highlighting clauses intended to protect free speech. Non-compliance can lead to penalties ranging from formal warnings to fines amounting to 10% of global revenue, with serious violations potentially resulting in websites being blocked in the UK.

Nigel Farage’s Reform British Party has vowed to repeal the act following the age verification requirement, igniting a heated exchange where the technology secretary, Peter Kyle, was accused by Farage of making inappropriate comments.

The implementation of age checks has accordingly led to a surge in virtual private network (VPN) downloads, as users seek to circumvent national restrictions on certain websites. VPN applications frequently dominate the top five spots in Apple’s App Store.