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Half of internet users in UK unsure if content legal: Ofcom
MUMBAI: Nearly half of all internet users in the UK are unsure whether the content they are accessing online is legal, UK media watchdog Ofcom‘s research has found.
However, one in six people online believed they downloaded or accessed content illegally over a three-month period this year.
The findings come from the first wave of a large-scale consumer study into the extent of online copyright infringement among internet users aged 12 and above.
This ongoing research will identify trends over time, examining infringement of copyright on music, films, TV programmes, software, books and video games.
According to the report, 47 per cent of users cannot confidently identify whether the online content they download, stream or share is legal or not, highlighting the importance of increased efforts to educate and inform consumers.
In June, Ofcom published a draft Code that would require large fixed internet service providers (ISPs) to inform customers of allegations that their internet connection has been used to infringe copyright, and to explain where they can find licensed content on the internet.
Under the amended Communications Act 2003, Ofcom will report to the Government on efforts made by content owners to invest in awareness campaigns to help educate consumers about the impact of copyright infringement.
The consumer study also found that:
- One in six (16 per cent) internet users aged 12+ downloaded or accessed online content illegally during the three month period from May to July 2012;
- Reported levels of infringement varied considerably by content type: eight per cent of internet users consumed some music illegally in the three months, but just two per cent did so for games and software;
- The most common reasons cited for accessing content illegally were because it is free (54 per cent), convenient (48 per cent) and quick (44 per cent). Around a quarter (26 per cent) of infringers said it allows them to try before they buy;
- Infringers said they would be encouraged to stop doing so if cheaper legal services were available (39 per cent), everything they wanted was available from a legal source (32 per cent) or it was more clear what content was legal (26 per cent). One in six said they would stop if they received one notifying letter from their ISP;
- Those who consumed a mixture of legal and illegal online content in the form of music, films and TV programmes reported spending more on legal content in these categories over the three-month period than those who consumed entirely legal or illegal content.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
