The Impact of Age Verification on Website Traffic
New age verification laws in the UK are causing a significant decline in traffic for compliant websites, benefiting those who ignore the regulations.
Age Verification Laws Hitting Compliant Sites
A new report indicates that the UK’s age verification requirements may be driving traffic away from websites that comply with the laws, while those who ignore the regulations are experiencing increased visits. The Online Safety Act, which requires various web platforms to verify users’ ages, has forced sites into a position where many are struggling to maintain visitor numbers.
It’s noted that since the new measures came into play, social media platforms have also enforced these verifications, leading to user frustration. Research indicates that verified adult websites have seen their traffic drop significantly, with non-compliant sites tripling their user visits compared to the previous year.
While some websites are trying to adapt, they face rising costs for age verification services on top of the lost ad revenue due to decreased website traffic. The British regulatory body, Ofcom, is currently investigating pornography sites concerning the effectiveness of their age checks.
In addition to the UK situation, similar laws are cropping up in the United States, with Mississippi recently introducing measures targeting websites to protect children from inappropriate content.
