An adult star has issued a warning to her British fans to not watch her content ahead of a massive change in the law.
The United Kingdom is preparing to enforce sweeping new regulations that will significantly change how adult content is accessed online.
As part of the Online Safety Act (2023), media regulator Ofcom has issued a firm deadline of July 25 for websites that host or distribute pornographic content, as well as search engines and social media platforms, to implement highly effective age assurance technology.
These measures are designed to protect children and underage users from unintentionally or deliberately accessing sexually explicit material online.
Platforms will be expected to adopt tools such as age verification systems, digital ID checks, and content filters to meet their legal obligations. For internet users in the UK, this means that anyone who wants to view adult content will soon be required to prove they are over 18.
This initiative is part of the government's wider strategy to make the internet a safer space, particularly for younger users.
Ofcom has detailed that websites and services that fail to meet the new standards could face serious consequences, including fines of up to £18 million ($21.5 million) or 10% of global turnover, and even being blocked entirely within the UK.
The regulations have sparked a range of reactions within the adult entertainment industry. One of the most prominent voices is UK-based adult performer Ivy Maddox, who has publicly supported the changes.
Drawing from personal experience, Maddox has released a 26-minute, suitable-for-work film titled Coming Soon, in collaboration with age verification company Verifymy.
In the video, Maddox reads from the Online Safety Act itself, breaking down its complex language to make it more understandable for the general public and for others in her industry. Her goal is to raise awareness about the law and to encourage proactive compliance.
“I first encountered p*rn at school, when I didn’t want to,” Maddox told Metro. “It’s a horrible thought that kids could be seeing my content in the same way.
"This new law could help prevent that, but it’s dense and hard to understand. That’s why I created the film: to bring the law to life and make sure people in my industry know what’s coming.”
Maddox is urging her colleagues and adult websites to take the law seriously. “It’s time for the industry to grow up and move with the times.
"These changes aren’t about censorship, they’re about responsibility, safety, and making sure that only consenting adults can access mature material.”
She added (via the Daily Star): “Nobody wants to see Ofcom blocking websites or causing a ‘UK p*rn blackout.’ But if the rules aren’t followed, that’s exactly what could happen.”
With the July deadline fast approaching, platforms hosting adult content must act quickly to implement the required safeguards.
The new law marks a turning point in how online content is regulated in the UK, and its impact could extend far beyond the adult industry – setting a precedent for age verification across other types of online content.