One of many main porn web sites, Pornhub, is seeing some adjustments to its father or mother firm, MindGeek. It’s getting a brand new title: Aylo. In keeping with the corporate, the brand new title represents “a contemporary begin to embrace innovation, various and inclusive grownup content material, and belief and security.” Along with Pornhub, MindGeek, now Aylo, owns different grownup entertaiment platforms, resembling Brazzers, Trans Angels, Males.com, and Nutaku. The rebrand comes as MindGeek’s new house owners, Moral Capital Companions (ECP) tries to align the model’s title with the workers’ values and aspirations.
Set to be applied throughout all firm communications, advertising and marketing supplies, and digital platforms, the brand new model id was one of many calls for by the corporate’s individuals who “voiced their considerations and expressed the need for a reputation that really represents them and permits the corporate to re-focus its efforts to guide by instance, by transparency and public engagement.”
Will the rebrand assist do away with previous issues?
Final yr, MindGeek’s chief government officer Feras Antoon and chief working officer David Tassillo stepped down, adopted by a takeover by ECP. Below the brand new possession and with the rebrand, the corporate is making an attempt to shrug off the previous controversies. MindGeek has beforehand confronted moderation points, together with the presence of kid sexual abuse movies on its grownup web sites. The problem was extreme at a time, a lot in order that Visa and Mastercard discontinued their fee providers on Pornhub in 2020 owing to the shortage of moderation for “illegal content material” on the web site.
Alongside a revamp, which can probably not have an effect on particular person web sites, Aylo can be blocking entry to its platforms in US states which have a legislation in opposition to them in place. The corporate additionally thinks that a picture makeover will assist it present its dedication to being a world main tech platform that empowers lots of of 1000’s of creators to earn a dwelling, that employs progressive staff, and that gives lots of of tens of millions of customers worldwide with secure content material.
The corporate additionally stated that Aylo doesn’t imply something. There isn’t any such phrase in any dictionary — no less than not but.