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Pornhub owner MindGeek has a new name: Aylo. According to a report in the New York Post, MindGeek said that it is changing its name as its new owners seek a “fresh start”. “The decision to rebrand the company as Aylo, comes in response to the need for a fresh start and a renewed commitment to innovation, diverse and inclusive adult content, and trust and safety,” the company said in a media statement. MindGeek is rebranding to the name “Aylo” effectively immediately, it added.
As to why the name ‘Aylo’, a company spokesperson told the publication that the word was chosen specifically because it doesn’t have a meaning and can’t be found in the dictionary. “We wanted a fresh start, so we opted for a name that gave us that freedom, so that our team and our new owners could define it how we want,” the company reportedly said. The new branding and logo will soon roll out across all company communications and digital platforms.
Canada-based Ethical Capital Partners bought the parent company of Pornhub in March this year. The private equity company Ethical Capital Partners acquired MindGeek for an undisclosed amount.
Troubled brand
In recent years, Pornhub has been mired in controversies. The company is permanently banned on Instagram and YouTube. Earlier this year Pornhub blocked access to the site in some US states including Utah and Virginia after the state imposed a law requiring users to verify that they were over 18 years old. In 2020, Visa and Mastercard stopped offering payment services on Pornhub due to the alleged presence of “unlawful content” on the platform.
MindGeek is also the company behind YouPorn, and some other adult media sites. The company’s CEO Feras Antoon and COO David Tassillo stepped down in mid-2022.
As to why the name ‘Aylo’, a company spokesperson told the publication that the word was chosen specifically because it doesn’t have a meaning and can’t be found in the dictionary. “We wanted a fresh start, so we opted for a name that gave us that freedom, so that our team and our new owners could define it how we want,” the company reportedly said. The new branding and logo will soon roll out across all company communications and digital platforms.
Canada-based Ethical Capital Partners bought the parent company of Pornhub in March this year. The private equity company Ethical Capital Partners acquired MindGeek for an undisclosed amount.
Troubled brand
In recent years, Pornhub has been mired in controversies. The company is permanently banned on Instagram and YouTube. Earlier this year Pornhub blocked access to the site in some US states including Utah and Virginia after the state imposed a law requiring users to verify that they were over 18 years old. In 2020, Visa and Mastercard stopped offering payment services on Pornhub due to the alleged presence of “unlawful content” on the platform.
MindGeek is also the company behind YouPorn, and some other adult media sites. The company’s CEO Feras Antoon and COO David Tassillo stepped down in mid-2022.
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