Ofcom has imposed a significant fine on adult content provider AVS for failing to implement effective age verification measures, totaling Ksh173,033,700. The company, which operates 18 adult websites, was also fined Ksh8,651,685 for failing to respond to information requests from the communications regulator.
Since July, UK websites and apps hosting adult content have been legally required to implement age verification checks to prevent access by minors. Ofcom launched investigations shortly after the rules came into effect, identifying AVS among several non-compliant platforms, which collectively attract millions of monthly users in the UK.
AVS has been given 72 hours to implement “highly effective” age verification. Failure to do so will result in a daily fine of Ksh173,033,000 until compliance is achieved.
Oliver Griffiths, Ofcom’s online safety group director, explained the shortcomings: “They claimed to have age checks in place, but they were insufficient. There were no liveness checks, meaning someone could hold up a photograph of another person to bypass verification. That is clearly unacceptable.”
This marks the third company fined under the new regulations, following 4chan, which received a Ksh3,460,674 fine in October.
Ofcom’s latest report highlights the positive impact of the new rules: 47% of children aged 8–17 encountered an age verification check when attempting to access restricted content after July, up from 30% prior. Additionally, 58% of parents believe these measures are already enhancing online safety for children, and 36% observed changes in their child’s online activity.
However, the rules remain controversial. Critics argue that age verification checks are easily circumvented and pose privacy risks, as users often must upload facial images to third-party services.
Technology Secretary Liz Kendall affirmed government support for Ofcom’s enforcement efforts, stating: “Platforms are finally taking responsibility for protecting children and removing illegal and harmful content following the Online Safety Act.”
