In 2018, young blogging service Tumblr announced that it would block all adult content. In 2019, Verizon sold Tumblr to Automattic, the parent company of WordPress. Three years later, many people are discussing that Tumblr might reinstate adult content and lift the ban. Automattic CEO Matt Mullenweg responded to this personally , saying that Tumblr will never go back to the past, and the porn-friendly situation in the early days of the internet is no longer possible today. He said no internet service in 2022 could have porn-friendly rules like Tumblr in 2007. The reason is that intermediaries are starting to play an increasingly important role in how people access the Internet. Long-time porn-unfriendly payment providers have stepped up enforcement efforts, in part because of concerns about child pornography and non-consensual pornography. Apple’s iOS App Store cracks down on pornography. Running a for-profit service is nearly impossible without payment companies and Apple. If the Apple App Store permanently blocks the Tumblr app, then Tumblr may have to shut down. Yet there is still a lot of porn on Twitter or Reddit, so why doesn’t Apple block them? Mullenweg guessed that they were too big to be blocked .
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