The recent announcement by Pornhub to limit access in the UK has raised questions about the motivations behind this decision.

As one of the sites required to implement robust age verification measures under the Online Safety Act, which came into effect in July 2025, Pornhub's move is seen as a response to the new regulations.

Critics argue that the law is flawed, as it can be easily circumvented by using a virtual private network (VPN), which can mask a user's location and allow them to bypass age verification.

Aylo, Pornhub's parent company, claims that the law has driven users to sites that do not comply with age verification, potentially increasing exposure to harmful or illegal content.

From February 2, new users will not be able to access explicit content on Pornhub's UK site, while existing users who have not verified their age will face restrictions.

Users can still view some content, but accessing pornographic videos will require login credentials, which are only available to those who signed up before the restrictions took effect.

Some experts question whether Pornhub's decision is genuinely motivated by concerns about the law's effectiveness in protecting children.

The fact that Pornhub announced the restrictions in advance, rather than implementing them immediately, has raised suspicions about the company's intentions.

Law researcher Prof Clare McGlynn from Durham University suggests that Pornhub's move may be a strategic attempt to influence politicians and shape the regulatory landscape.

Prof McGlynn believes that Pornhub's decision may be part of a larger plan to prompt politicians to take action and reconsider the current laws.

"By blocking access, they may be trying to create a sense of urgency and prompt a re-evaluation of the regulations," she said, pointing to similar moves by the company in the US.

Pornhub has previously blocked access to its site in 23 US states, including Alabama, Florida, and Texas, after they introduced laws requiring age verification.

Representatives from Aylo and its owner, Ethical Capital Partners (ECP), have denied that the UK restrictions are a ploy to increase registered users.

Alex Kekesi, head of community and brand at Aylo, stated that the company's intention is not to drive sign-ups, but rather to restrict traffic and comply with the law.

Kekesi described the move as a "gift" to other sites that do not age-verify, which will likely see an increase in traffic as a result of Pornhub's restrictions.

According to Aylo, age checks have led to a 77% decline in UK traffic to its site, although Ofcom's data suggests a more modest reduction of 31% between July and August 2025.

However, these figures do not account for users who employ VPNs to circumvent age checks, which could significantly impact the actual numbers.

The extent of VPN usage in the UK is unclear, with estimates ranging from around 1 million daily users to over 10.7 million downloads of VPN apps on UK mobile devices in 2025.

Solomon Friedman of ECP suggests that device manufacturers like Apple and Google could play a role in verifying user ages, potentially resolving the issue of VPN usage.

Ofcom found that VPN usage more than doubled in the UK after age verification rules came into effect, although the figure has since declined.

Internet Matters reported that there was no significant increase in children using VPNs for the first time, despite the introduction of age verification.

Prof McGlynn believes that Pornhub would prefer to see VPN usage continue, as it would avoid the need for more stringent content regulation and moderation.

The UK government has announced plans to make online porn featuring strangulation or suffocation illegal, as part of efforts to tackle violence against women and girls.

An Aylo spokesperson previously stated that the company does not recommend using technology to bypass the law, despite the potential benefits for the company.

Social media expert Matt Navara suggests that Pornhub's decision to restrict UK access may be more about creating a "legal firewall" than a genuine attempt to protect children.

Navara believes that by blocking UK access, Pornhub can avoid some of the regulatory costs and still collect traffic from users who find ways to access the site.

Lorna Woods, professor of internet law at the University of Essex, notes that Pornhub will still be required to follow rules regarding illegal content, even with the restrictions in place.

Woods suggests that Pornhub's move may be an attempt to draw attention to its actions, rather than a sincere effort to protect children.

Despite the law coming into effect in July 2025, not all porn services in the UK have implemented age checks.

Ofcom reports that the top 10 services, including Pornhub, have introduced age checks, accounting for a quarter of all UK visits.

According to the regulator, 77 of the 100 most popular porn services in the UK have implemented age checks, with 86% of visitors to these sites now subject to age verification.

The data suggests a significant increase in services requiring users to prove their age.

However, nearly a quarter of the UK's most popular 100 services still do not have age checks in place.

Ofcom is taking action against non-compliant sites, including a £1m fine issued in December.

Pornhub appears to be hoping that other platforms will follow its lead and put pressure on lawmakers to consider alternative approaches to age verification.

Iain Corby of the Age Verification Providers Association (AVPA) expects that other sites will not follow Pornhub's example, citing the potential loss of impulsive users.

Corby believes that the impact of age verification on user numbers will vary depending on the site and its user base.

The situation highlights the ongoing challenges and complexities surrounding age verification and online content regulation.

As the debate continues, it remains to be seen how other platforms will respond to the changing regulatory landscape.

The outcome will likely depend on a range of factors, including the effectiveness of age verification measures, the response of lawmakers, and the evolving nature of online content consumption.

According to Corby, Aylo's actions may be an attempt to prompt more rigorous enforcement by Ofcom, a stance that aligns with the AVPA's position.

Ofcom has declined to comment on potential plans, stating that its primary responsibility is to uphold existing regulations.

As the issue of age assurance gains international attention, beyond the UK, it is probable that companies like Pornhub will continue to take a public stance, regardless of their underlying motivations.

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