It seems that for the three people I have contacted, they have no recollection of being opted in to this adult blocking service
If you let me know the URL, I can test from here as I'm on the end of a Sky connection without the opt in blocking so that would confirm if it is that or not.
The domain above resolves fine with and without the block: http://i.imgur.com/AIqtrxF.png
DNS cache was flushed between each hit.