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Exceptions are provided for illustrations or art that depict nudity, nudity related to "political or newsworthy speech", and depictions of "female-presenting" nipples in relation to medical events such as childbirth, breastfeeding, mastectomy and gender reassignment surgery. All posts in violation of the new policy will be hidden from public view, and repeat offenders may be reprimanded.
The change has faced wide criticism among Tumblr's community; in particular, it has been argued that the service should have focused on other major issues (such as controlling hate speech or the number of porn-related spambots on the service), and that the service's adult community provided a platform for sex education, independent adult performers (especially those representing LGBT communities who feel that they are underrepresented by a heteronormative mainstream industry) seeking an outlet for their work, and those seeking a safe haven from "over-policed" platforms to share creative work with adult themes.
On the day the ban took effect, Tumblr issued a new post clarifying the new policy, showcasing examples of adult images still allowed on the service, and stating that it "fully recognized" its "special obligation" to serving its LGBT userbase, and that "LGBTQ conversations, exploration of sexuality and gender, efforts to document the lives and challenges of those in the sex worker industry, and posts with pictures, videos, and GIFs of gender-confirmation surgery are all examples of content that is not only permitted on Tumblr but actively encouraged." Wired cited multiple potential factors in the ban, including that the presence of adult content made the service unappealing to potential advertisers, the Stop Enabling Sex Traffickers Act (a U. federal law which makes websites liable for knowingly assisting or facilitating illegal sex trafficking), as well as heavy restrictions on adult content imposed by Apple for software offered on the i OS App Store (which similarly prompted several Reddit clients to heavily frustrate the ability for users to access forums on the site that contain adult content).
In an interview with Nicole Lapin of Bloomberg West on September 7, 2012, David Karp said the site was monetized by advertising.
Axios reported that the sale price was less than million, a significant decrease over Yahoo's original purchase price.
Automattic CEO Matt Mullenweg stated that the site will operate as a complementary service to Word Press.com, and that there were no plans to reverse the content policy decision made by Verizon.
Their first advertising launch started in May 2012 after 16 experimental campaigns.
In 2013, Tumblr began allowing companies to pay to promote their own posts to a larger audience.
The change was intended to improve the legibility of reblogs, especially on mobile platforms, and complements the inability to edit existing comments.Following this news, Pornhub's vice president publicly expressed interest in purchasing Tumblr, with a promise to reinstate the previous adult content policies.On August 12, 2019, Verizon Media announced that it would sell Tumblr to Automattic—operator of blog service Word and corporate backer of the open source blog software of the same name—for an undisclosed amount.Since July 2013 and its acquisition by Yahoo, Tumblr has progressively restricted adult content on the site.In July 2013, Tumblr began to filter content from adult-tagged blogs from appearing in search results and tag displays unless the user is logged in.