The adult industry is navigating a complex and evolving landscape of content restrictions across global markets, with new country-specific and jurisdictional regulations emerging beyond established card brand policies. This shift, particularly evident in Western countries, introduces new compliance challenges for merchants and platforms.

Evolving Regulatory Environment for Adult Content

Throughout 2025, age verification was a primary focus for merchants, who worked to meet requirements in 26 U.S. states, country-specific regulations in France, the UK, and Italy, and evolving guidance from the European Commission. By mid-2026, both merchants and consumers have adjusted to age verification processes. However, a new regulatory trend is taking shape: country-specific and jurisdictional content regulations.

Historically, Western countries, including the United States, Europe, the UK, Australia, and New Zealand, have generally supported free expression and been open to adult content, often considering it entertainment as long as it complies with ethical standards. Over the last year, a shift in the political landscape of certain regions has led to increased scrutiny of adult content.

Payment processors require merchants to comply with Visa's content policies under the Visa Integrity Risk Program (VIRP) and Mastercard's Business Risk Assessment and Mitigation Program (BRAM). These programs prohibit Child Sexual Abuse Material (CSAM), Non-Consensual Content (including content depicting models under the influence, sleeping, or sexual exploitation), and extreme or violent sexual material. Both card brand programs also mandate that any content violating applicable law in a jurisdiction is considered a violation.

A new trend involves content regulations at the country and jurisdictional level that extend beyond these traditional card brand rules. This indicates a new direction for some markets, expanding the range of content themes facing additional scrutiny.

Specific Jurisdictional Content Restrictions

In July 2025, Sweden implemented a law making the purchase of live cam shows, personalized sexual video chats, or custom videos illegal, punishable by up to one year in prison for the buyer. This law supports Sweden's "end demand policy" for addressing sexual services in both physical and digital realms, effectively extending offline laws to the online world. Several large cam merchants responded by blocking access from Sweden to limit their exposure, as the law criminalizes buyers, not sellers.

The UK is following a similar path with the Crime and Policing Act 2026, which criminalizes the possession, publication, or distribution of pornographic content depicting strangulation or suffocation. The legislation also targets pornography depicting incest between family members, including stepfamily and foster/adoptive family sexual depictions, and "Age Play" involving adults role-playing as children. The UK government has confirmed that bringing such material in line with other prohibited extreme content categories will be considered a criminal offense. Enforcement details for these laws are still being clarified.

An Irish Justice Minister is considering a proposal to ban online content depicting strangulation and choking, sexual violence, use of weapons, and other forms of extreme violence, aligning with some card brand prohibitions. However, choking or breath play, if not extreme, is not currently prohibited by card brands.

Beyond adult content, global trends in social media regulation also highlight increasing governmental oversight. As of February 2026, several jurisdictions are considering measures related to social media. Six of 13 surveyed jurisdictions impose licensing or registration requirements on social media platforms, with two also mandating local subsidiaries for foreign platforms. Only China mandates social media platforms to check the real identity of their users. Several jurisdictions, including Australia, the EU, Korea, Malaysia, and the UK, have issued or proposed guidance on age verification methods for content restricted to minors. Platforms' liabilities for user-shared content vary, with some jurisdictions revising safe harbor regimes and adopting new legislation to protect users from illegal and harmful content, such as in the EU and the UK.

Strategies for Compliance and Moderation

Industry players are advised to seek legal guidance to determine if content violates local regulations and understand potential consequences. Many companies are conducting more frequent reviews with outside legal counsel to stay updated on the changing regulatory landscape.

Understanding audience exposure is crucial. If a jurisdiction's audience is small and content violates its regulations, blocking access from that region may be a practical solution, as demonstrated by cam providers blocking Sweden. Alternatively, if the problematic content is a small portion of a website, it can be removed or edited to comply with local regulations while keeping the market accessible. Content can also be categorized by theme, with tools and controls to suppress material in problematic jurisdictions.

Moderation practices are increasingly important. Terms of service for user-generated content should clearly outline content restrictions applicable in specific markets. Some platforms may adopt stricter standards across their entire site for simplified compliance. Moderation teams and review tools are vital for managing content responsibly as more countries introduce their own rules.

During onboarding, processors typically inquire about merchants' handling of user-generated content, including review processes before publication, identification of potential issues, and steps for content removal. Acquiring partners often request similar information, emphasizing the importance of clear moderation practices.

Cathy Beardsley, president and CEO of Segpay, a merchant services provider, notes that while the focus was previously on card brand rules and age-verification requirements, merchants now must consider how local laws apply to specific content types. Staying informed and maintaining strong moderation practices can help reduce compliance risks as these laws continue to change.

Key Facts

  • Age verification was a major focus in 2025 across 26 U.S. states, France, the UK, Italy, and the European Commission.
  • Sweden made purchasing live cam shows, personalized sexual video chats, or custom videos illegal in July 2025, punishable by up to one year in prison for buyers.
  • The UK's Crime and Policing Act 2026 criminalizes possession, publication, or distribution of pornographic content depicting strangulation, suffocation, incest, and "Age Play."
  • An Irish Justice Minister is proposing a ban on online content depicting strangulation, choking, sexual violence, and extreme violence.
  • Card brand policies (Visa VIRP, Mastercard BRAM) prohibit CSAM, Non-Consensual Content, and extreme/violent sexual material, and require compliance with applicable local laws.
  • As of February 2026, six of 13 surveyed jurisdictions impose licensing or registration requirements on social media platforms.