Pornhub, the notorious adult website, is making moves to improve its reputation and appeal to a broader audience. The site’s new owners have appointed Alexzandra Kekesi, a longtime employee, as the head of community and brand. In this role, Kekesi will not only oversee the site’s creative direction but also play a part in shaping Pornhub’s stance on important public issues.
One such issue is the permanent ban of Pornhub’s Instagram account due to alleged violations of rules against sexual solicitation. In response, Pornhub accused Instagram of “censoring” the porn industry while allowing celebrities like Kim Kardashian to post explicit content. The new owners of Pornhub are hoping to take a more conciliatory approach by re-establishing dialogue with critics.
Kekesi aims to help people understand what Pornhub stands for as a brand, including its commitment to setting a “gold standard” in terms of moderation. By having a more visible executive engaging with the public, Pornhub hopes to appear more inviting and transparent. However, there remains uncertainty about the new owners, Ethical Capital Partners, and their operations.
Ethical Capital Partners, a Canadian buyout firm, acquired Pornhub’s parent company, MindGeek, earlier this year. While details about the firm and the acquisition remain unclear, Sarah Bain, a partner at Ethical Capital, defends the lack of transparency, stating that they are a private company. Shifting public perception will be a challenge for Ethical Capital, given Pornhub’s history of controversial allegations.
In recent years, Pornhub has faced criticism and bans from various platforms. A New York Times report in 2020 exposed the spread of illegal content on the site, leading to Visa and Mastercard limiting the company’s access to payment systems. In response, Pornhub purged millions of videos and implemented stricter content verification processes. The company has also faced bans on Instagram and YouTube.
MindGeek’s CEO and COO resigned last year, leaving the company’s leadership in question. Bain confirms that there are multiple executives in place, including a CFO and a leader, but does not provide further details due to concerns about personal safety. Ethical Capital’s focus is on companies with uncertain legal and regulatory futures.
Kekesi has worked for MindGeek for over a decade, beginning in an entry-level marketing position. Prior to her current role, she served as Pornhub’s director of marketing. She acknowledges the blow of the Instagram account ban, as it affected the visibility of new models on the site. As head of community and brand, Kekesi will be responsible for planning events like the Pornhub Awards and hosting a podcast that addresses censorship in the adult industry.
Bain believes that over time, the adult industry will become more normalized, and visibility and open communication are crucial in achieving this. Ethical Capital plans to enforce a zero-tolerance policy against illegal content and maintain regular engagement with law enforcement to ensure platform safety.
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