LONDON — TrafficStars today issued a statement on upcoming U.K. age-verification requirements that will be enforced later this year.
TrafficStars Managing Director Peter Rabenseifner said of the legislation, “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,” he said.
Despite any uncertainties still surrounding the matter, TrafficStars partner website xHamster is working to comply with the system.
"We will be vigorously complying with the new age-verification system in the U.K., and will be working directly with our advertisers and publishers to help them conform to the regulations," said Alex Hawkins, vice president of xHamster. "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."
TrafficStars is self-serve ad network and ad exchange, buying and selling worldwide traffic with OpenRTB protocol capabilities.
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