Throughout 2025, age verification remained a major focus as merchants worked to meet the requirements of 26 U.S. states, country-specific regulations in France, the UK, and Italy, and evolving guidance from the European Commission. As we reach the middle of 2026, both merchants and consumers seem to have found their footing when it comes to age verification.
Before anyone gets too comfortable, however, another regulatory twist is already taking shape: country-specific and jurisdictional content regulations.
Typically, Western countries support free expression and have been open to adult content. However, over the last year, there's been a shift in the political landscape of certain regions towards adult content.
The Rules We Already Know
As payment processors, we 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).
By now, most people are familiar with the content that both card brands consider violations, including Child Sexual Abuse Material (CSAM), Non-Consensual Content -- which includes content depicting models under the influence and sleeping, sexual exploitation -- and extreme or violent sexual material. Both card brand programs also require that any content that violates applicable law in a jurisdiction is considered a violation.
When Local Laws Go Further
Now, a new trend is emerging: content regulations at the country and jurisdictional level that go beyond the traditional card brand rules we are required to meet.
Typically, Western countries (the United States, Europe, the UK, Australia, and New Zealand) support free speech, free expression, and civil liberties, and have been open to adult content. In most countries, adult content is considered entertainment and, as long as it complies with ethical standards, is not prohibited. However, over the last year, there's been a shift in the political landscape of certain countries towards adult content.
Sweden Changes the Conversation
In July of 2025, Sweden made purchasing live cam shows, personalized sexual video chats, or custom videos illegal and punishable by up to one year in prison for the buyer. The law was put into place to support their "end demand policy" for tackling sexual services in the physical and digital realms. Basically, they moved offline laws to the online world.
Several large cam merchants chose to block Sweden from accessing their sites to limit their exposure to the law, which does not criminalize sellers but only those purchasing the cam session.
The UK Raises the Stakes
Following a similar path, the UK is also moving to bring criminality from the offline world into the online world. Through the Crime and Policing Act 2026, the UK has made it a criminal offense to possess, publish, or distribute pornographic content depicting strangulation or suffocation.
The legislation also targets pornography depicting incest between family members, including stepfamily and foster/adoptive family sexual depictions, as well as "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. How these laws will ultimately be enforced is still a bit murky.
These examples may signal a new direction for some markets, but local regulation of adult content is hardly new. What is changing is the range of content themes that may now face additional scrutiny.
More Changes on the Horizon
While still in the early stages, an Irish Justice Minister is looking to follow the UK and has a proposal to ban online content that depicts strangulation and choking, sexual violence, use of weapons, and other forms of extreme violence. Much of what has been outlined aligns with what card brands prohibit. Choking or breath play, if not extreme, is not currently prohibited by the card brands.
So, how should industry players handle these jurisdiction-specific content regulations?
Start with Legal Guidance
A good first step is consulting one of the industry's legal professionals. They can help determine whether content violates local regulations and explain the potential consequences of operating or marketing within a particular jurisdiction.
Many companies have also begun conducting more frequent reviews with outside legal counsel to stay up to speed with the ever-changing regulatory landscape.
Know Your Exposure and Be Flexible
If content violates a jurisdiction's regulations, it's important to evaluate how much traffic is coming from that region. If the audience is relatively small, blocking access to that jurisdiction may be the most practical solution. Several cam providers, for example, chose to block access from Sweden.
If the content represents only a small portion of a website, another option is to remove or edit it to comply with local regulations while keeping the market accessible. Content can also be categorized by theme, with tools and controls put in place to suppress material in jurisdictions where it may be considered problematic.
Moderation Matters
Terms of service for user-generated content should clearly explain any content restrictions that apply in certain markets. Some platforms may choose to enforce stricter standards across their entire site to simplify compliance. As more countries introduce their own rules, moderation teams and review tools play an increasingly important role in helping platforms manage content responsibly.
During onboarding, processors typically ask merchants to explain how they handle user-generated content. That includes how content is reviewed before publication, how potential issues are identified, and what steps are taken when content needs to be removed. Acquiring partners often request the same information, underscoring the importance of clear moderation practices.
Not long ago, the focus was largely on card brand rules and age-verification requirements. Today, merchants also need to think about how local laws apply to specific types of content. As those laws continue to change, staying informed and maintaining strong moderation practices can help reduce compliance risks.
Cathy Beardsley is president and CEO of Segpay, a merchant services provider offering a wide range of custom financial solutions, including payment facilitation, direct merchant accounts and secure gateway services. Under her direction, Segpay has become one of four companies approved by Visa to operate as a high-risk internet payment services provider. For questions or help, contact sales@segpay.com or compliance@segpay.com.