I do not watch much conventional TV so rarely see adverts, however I have noticed on the rare occasions I catch TV in another room, or radio in a car (I don't drive either), there appear to be adverts running to advise people of the dangers of entering personal details on the Internet.
I am not sure if these are public service adverts or run by a bank or what, but they are an important message. Checking the web site is secure, is the site you think it is, and why they are asking for details.
Always be wary of web sites asking for personal or banking details!
Except, of course, when it is a porn site, because they are being forced by UK law to ask for details to verify age, or link you to some age verification system that asks details, even when not purchasing anything from the site!
The Open Rights Group rightfully raise concerns over the age verification companies (here). There are also serious issues over competition for age verification services, possible monopoly which may price some sites out of the market, and the AV services run by the main porn site provider, so no real separation of identity from porn preferences.
This is bad, but for me the bigger issue is the number of scams that will be out there. If it becomes normal to have to enter personal details or bank details to prove your age then there will be no end of scam sites offering free porn, or simply redirecting from a fake site to a free site that does not ask after it gets details. They will quote, and even link to, the UK legislation and information sites I am sure, just to add credibility.
And when someone gets charged £10 for some dodgy age verification site, really, how many people will own up to being duped? Especially if the porn in question is even remotely embarrassing or "specialised". Though the issue is bigger than just random charges, that personal data then gets sold on a black market and exploited. Depending on the sites it may be used to blackmail people. Leaked data from actual sites has already led to suicides - this will be way worse.
And none of this "solves" the supposed social issue, if there is an issue to solve even. What we need is better sex and relationship education in schools, simple as that.
But, to add a slightly lighter note, don't forget, as Avenue Q have said...