The UK’s online regulator is tightening its rules on the spread of illegal intimate imagery, with strict guidance expected to push digital platforms to adopt stronger detection technologies.
Under strengthened Illegal Content Codes of Practice being developed by Ofcom, social media companies and online platforms are being strongly recommended to use hash-matching technology to prevent the circulation of illegal intimate images, including non-consensual explicit content, AI-generated deepfakes and “revenge porn.” Hash-matching is a system designed to identify and block harmful images from being repeatedly uploaded and shared.
Hash matching works by converting images into unique digital fingerprints, known as “hashes,” which are then stored in a database. When users attempt to upload the same or similar content, the system can automatically detect and flag the material before it spreads further online.
Ofcom said platforms should consider using established databases such as StopNCII, currently regarded as the market leader in tackling the non-consensual sharing of intimate images.
Emma Pickering, Head of the Tech-Facilitated Abuse and Economic Empowerment Team at a specialist domestic abuse charity, welcomed Ofcom’s decision, saying:
“Refuge welcomes Ofcom’s decision to strengthen its Illegal Content Codes by introducing a recommendation for technology firms to use automated detection technology to reduce the spread of non-consensual intimate images (NCII) online”.
The updated measures are targeted to strengthen protections for users, particularly women and young people, as abusive imagery is being uploaded to online spaces and creating a permanent digital record.
Platforms should not rely solely on user complaints and companies have a responsibility to anticipate and reduce harm proactively.
A single image in today’s world can be copied, altered and shared across the internet in moments, turning often domestic abuse into a public spectacle that is almost impossible to contain.
The recommendations will sit alongside wider legislative reforms recently introduced by the UK government, including a ban on so-called “nudification” tools and new requirements for non-consensual intimate images to be removed within 48 hours.
Ofcom said the combined measures could make a “material difference” in reducing online harm and limiting the circulation of abusive content.
Subject to parliamentary approval, the amendments to the Illegal Content Codes are expected to come into force in Autumn 2026. Further decisions on additional online safety measures, first proposed during an earlier consultation, are also expected to be announced around the same time.
They also form part of the wider implementation of the UK’s Online Safety framework, which places new legal duties on technology companies to tackle harmful and illegal content.
