Age restriction laws are starting to change in the UK.
The UK is the first country to introduce the age-verification requirement for all adult content websites. The plan was originally announced in July last year, but implementation has now been been pushed back until the end of the year.
The legislation has been introduced to protect children and vulnerable groups of people from being able to access “harmful content” online.
Webmasters will be free to choose what sort of tools they will use to comply.
TrafficStars’ Managing Director Peter Rabenseifner said: “TrafficStars acknowledges the importance of safety online – especially regarding protecting minors from accidentally viewing sensitive content. As always, we stand by our publishers and will support them through any changes in legislation, to continue providing a world-class service to both our advertisers and publishers, and ensuring a great experience to all users”.
TrafficStars partner website, xHamster, is also working to comply with the system.
Alex Hawkins, VP of xHamster said: “We will be vigorously complying with the new age-verification system in the UK, and will be working directly with our advertisers and publishers to help them conform to the regulations. Adult companies should be working to prevent minors from accessing adult material.
“We share concerns of many free speech advocates that these specific regulations may screen out large numbers of legitimate adult users, and result in privacy violations. But we are also realistic – the Digital Economy Act goes into effect this year. No matter what the challenge, TrafficStars will continue to deliver high-quality, age-verified traffic to our partners, publishers and advertisers.”
Visit TrafficStars’ website here.