From Blanket ID Checks to Smart Age Assurance: How to Comply with the UK’s Age-Check Rules Without Killing Conversion
In just two weeks of the UK’s age-gating taking effect (24 July → 8 August 2025), traffic cratered across the biggest platforms: Pornhub’s daily UK visits fell from 3.6m to 1.9m (-47%), XVideos also dropped 47%, and xHamster slid 39%—all from Similarweb data reported via the BBC; OnlyFans saw an additional ~10% decline in UK traffic over the same period.