Ofcom has today made important changes to its illegal content codes by introducing a new recommendation that tech firms use automated detection technology to reduce the spread of illegal intimate images online. This will be followed by its 30th September enforcement programme for technology companies to have measures in place to tackle the spread of illegal intimate images and explicit AI-generated deepfakes, as it monitors industry efforts to address this harm.
By 30th September 2026, platforms should have measures in place to detect and prevent the sharing of illegal intimate images, including explicit AI-generated deepfakes. Where platforms do not use hash-matching, they must be able to demonstrate that their systems and processes are effective in curbing the spread of non-consensual intimate image (NCII) abuse. StopNCII.org represents the most efficient and effective means for industry platforms to meet their legal obligations.
The announcement builds on Ofcom’s strengthened Illegal Content Codes, announced earlier this year, which included a recommendation for platforms to use StopNCII.org’s industry-leading hash-matching technology.
For SWGfL, this is a significant moment in the fight against NCII abuse and the work to protect women and girls online. Our partnership with Ofcom brings our frontline experience directly into efforts to prevent this devastating harm and ensure meaningful action is taken. With the deadline fast approaching and Ofcom now monitoring industry action, the focus must be on turning commitments into real protection for those affected.
Ofcom and SWGfL: Putting Prevention at the Heart of the Response
Alongside renewed emphasis for industry action, Ofcom has today announced its partnership with SWGfL (as the organisation behind StopNCII.org and the Revenge Porn Helpline), to support this work. The partnership will bring together information, expertise and evidence on effective approaches to tackling intimate image abuse online.
StopNCII.org has become a cornerstone of the global response to NCII abuse. Its technology enables adults affected by intimate image abuse to create a digital fingerprint, or hash, of an intimate image directly on their own device, without the image itself leaving their possession. Participating platforms can then use these hashes to identify matching content and help prevent it from being shared.
The increasing use of generative AI has also introduced new challenges, including the creation and sharing of explicit synthetic imagery without a person’s consent.
The need for effective prevention is clear. While removing abusive content quickly remains vital, preventing known imagery from being redistributed can help reduce the harm experienced by victim-survivors.
The Impact of NCII Abuse
Through the Revenge Porn Helpline, SWGfL sees first-hand the detrimental and widespread impact of intimate image abuse and the continued need for specialist support.
In July, the Revenge Porn Helpline released its annual report. In 2025, reports to the Helpline increased by 11.2%, while the team reported 20,841 images for removal, compared with 15,518 in 2024. 94% of content was removed at the time of reporting.
The majority of content reported was of women, highlighting the disproportionate impact of intimate image abuse and the importance of Ofcom’s wider focus on tackling online harms affecting women and girls.
David Wright CBE, CEO of SWGfL, said:
“Our work through the Revenge Porn Helpline gives us direct, daily insight into this harm, and demand on the Helpline continues to grow sharply, with our research suggesting over 369,000 women in the UK experience this abuse annually. That experience is why prevention matters so much. Tools like StopNCII.org allow a person to create a digital fingerprint of an intimate image, including AI-generated deepfakes, from their own device, so it can be blocked before it is ever shared, without the image itself leaving their possession. Requiring platforms to adopt hash-matching is a vital shift toward stopping this abuse before it spreads, rather than only responding once the damage is already done. The infrastructure is already in place and ready for platforms to use.”
The Time to Act Is Now
With Ofcom monitoring industry action under the Online Safety Act and the 30th September deadline fast approaching, the focus is now firmly on platforms meeting their legal duties and delivering meaningful protection from NCII abuse.For technology companies, the message is clear: the time to act is now. Effective measures must be in place to prevent and respond to NCII abuse, alongside appropriate support for those affected.
This is about more than meeting regulatory expectations. Behind every image is a person who may face significant emotional, psychological, professional and reputational harm.
SWGfL welcomes Ofcom’s continued commitment to tackling intimate image abuse and its recognition of the value of working with specialist organisations with direct experience of supporting victims and survivors.
Through StopNCII.org and the Revenge Porn Helpline, SWGfL will continue to work with industry, regulators and partners to strengthen prevention, improve responses and put victims first.
To learn more about StopNCII.org, please visit the website.
