The Tumblr ban on adult content in mid-December plummeted the site’s traffic drastically. In November, Apple’s app store removed Tumblr saying that Tumblr is giving child pornography a platform.
After the app was removed from Apple App store, Tumblr decided to remove all the adult content from its site, and it was announced that the app would be available again for downloading.
Tumblr defined adult content as “photos, videos or GIFs that show real-life human genitals or female-presenting nipples, and any content-including photos, videos, GIFs and illustrations-that depicts sex acts.”
Tumblr is a microblogging site which is a platform for 450 million blogs, and Tumblr will send emails to each of the blogs if they have content flagged as adult content.
“We have realized that to continue to fulfill our promise and place in culture, especially as it evolves, we must change, ”D’Onofrio, Tumblr CEO writes in a blog post. “Today, we are taking another step by no longer allowing adult content, including explicit sexual content and nudity(with some exceptions).”
But, nudity concerning arts, breastfeeding, and health is still allowed on Tumblr. After removing the content, Tumblr views declined by 150 million.
From December to February, traffic has gone from 521 million sites to 369 million sites, which is a 30 percent decrease in the traffic.
When Apple removed the app from its store, Tumblr CEO was so adamant on the topic that site has never allowed such stuff on site.
“Let’s first be unequivocal about something that should not be confused with today’s policy change: Posting anything that is harmful to minors, including child pornography, is abhorrent and has no place in our community,” D’Onofrio writes. “We’ve always had and always will have a zero tolerance policy for this type of content.”
National Center For Missing and Exploited Children and the Internet Watch Foundation partnered with the tumblr to remove child pornography from the site. It also used algorithms and human-moderators to remove adult content.
“We can never prevent all bad actors from attempting to abuse our platform, but we make it our highest priority to keep the community as safe as possible,” D’Onofrio added.
“We recognize Tumblr is also a place to speak freely about topics like art, sex positivity, your relationships, your sexuality, and your journey,” D’Onofrio writes in the post. “We want to make sure that we continue to foster this type of diversity of expression in the community, so our new policy strives to strike a balance.”