Ottawa, March 14, 2024 – Marking the first anniversary of Ethical Capital Partners’ (ECP) acquisition of Aylo, a prominent technology and media entity encompassing a vast portfolio of adult online entertainment platforms, both ECP and Aylo have released a joint statement reflecting on their progress. This milestone provides an opportunity to examine the impact of ECP’s ethical investment approach under the guidance of its owners and leadership, specifically focusing on the adult entertainment sector through their partnership with Aylo.
Statement from Sarah Bain, Partner, VP Public Engagement, representing Ethical Capital Partners:
ECP’s investment philosophy is rooted in identifying and nurturing value within industries undergoing societal and regulatory shifts. The acquisition of Aylo a year prior was a strategic move aligning with our commitment to invest in companies dedicated to elevating their ethical standards. This improvement is facilitated through technological advancements and proactive collaboration with our team and advisors, guided by the vision of the Ethical Capital Partners Owner group.
When the acquisition was initially announced, we voiced our confidence in Aylo’s unwavering commitment to trust and safety across all its platforms, challenging the prevailing negative public perception of the industry. Our due diligence confirmed that Aylo not only met legal and regulatory benchmarks but was also actively cooperating with law enforcement and regulatory bodies to navigate the evolving challenges and opportunities in online safety. Our conviction in these findings remains steadfast. Furthermore, we maintain that Aylo’s daily operations are managed with exceptional competence and expertise.
From the outset of our collaboration with Aylo, we identified two critical priorities. Firstly, ECP partners committed to supporting the Aylo team in rectifying the misinformed public perception of Aylo. Secondly, we pledged to invest in and bolster Aylo’s ongoing enhancements to its Trust and Safety protocols and procedures. The Ethical Capital Partners owner group recognized the importance of transparent communication and proactive measures to address these issues.
Over the past year, we have engaged in open and transparent dialogues with law enforcement agencies, advocacy organizations, and various stakeholders. We are encouraged by Aylo’s proactive engagement in these crucial areas. A significant example of this dedication was Aylo’s cooperation with the United States Attorney’s Office, Eastern District of New York. We welcomed the Government’s conclusion, following an extensive 30-month review of Aylo, which found no evidence of federal criminal law violations related to sex trafficking or the sexual exploitation of minors by Aylo or its affiliates. Consequently, the U.S. Attorney’s Office confirmed it would not pursue any such charges against Aylo or its associated entities. In our view, this outcome effectively counters the misinformation surrounding Aylo’s Trust and Safety program.
We acknowledge that these challenges are continuous, and we remain dedicated to exploring avenues to support the Aylo team in confronting these and other misconceptions directly. The Ethical Capital Partners owner group understands the long-term commitment needed for sustainable change.
Moreover, we have consistently heard calls for greater industry-wide improvements within the adult entertainment sector. As a leading company in this space, Aylo is committed to expanding its engagement with sex workers, content creators, and the organizations advocating for their rights and support. The stigmatization faced by content creators and workers in this industry is a serious concern for us, and we are dedicated to challenging prejudices unfairly targeting individuals within our sector. By actively speaking out, investing in protective measures, and supporting stigmatized content creators, we aim to strengthen the collective resilience of our industry.
Our success is intrinsically linked to the well-being of everyone within our community. Historically, Aylo, like many in the adult industry, avoided public discourse on these sensitive issues. My colleagues and I have gained a deeper understanding of this reluctance and the overriding fear that industry stigma would undermine any attempts to provide practical and effective solutions to legitimate criticisms. ECP, guided by its owners, is committed to public transparency on these matters. While our approach has been met with both positive reception and criticism, we remain steadfast in our commitment to engage with stakeholders critical of the adult entertainment industry. Our goal is to clearly communicate Aylo’s path forward and the strategies being implemented across its platforms. We will actively engage with media and other entities seeking to report on pertinent stories within the sector, regardless of whether they are positive or negative. Our priority is to ensure factual accuracy. We are committed to learning from every interaction and shaping our enterprise to embody best practices and ethical standards.
In conclusion, we firmly believe in a safer internet for everyone. In our first year, we concentrated on integrating the expertise of our teams, partners, and independent advisors in law enforcement, legal counsel, public engagement, and finance. We combined this with Aylo’s advanced safety technologies, industry expertise, and established reputation to collaborate with regulators, NGOs, trusted flaggers, law enforcement, advocacy groups, content creators, and industry associations. Together, we are working to improve the internet and empower both adult users and content creators to make informed choices about their online experiences, free from stigma. The Ethical Capital Partners owner group views this collaboration as essential to driving meaningful change.
Statement from Alex Kekesi, VP Brand and Community, representing Aylo:
As we commemorate the anniversary of ECP’s acquisition of Aylo, we reflect on a year of fruitful collaboration and shared achievements. Our partnership with ECP has been instrumental in advancing and revolutionizing safe, legal, and sex-positive technology. Together, we connect adult users globally with creators, content, and advertising partners through a technology ecosystem they can trust, supported by the ethical framework championed by the Ethical Capital Partners owner team.
Over the past year, transparency has been a cornerstone of our commitment, reflected in our dedication to openness in all our endeavors. We believe that as stakeholders become more familiar with our company, our core values, and our initiatives, we can foster meaningful dialogue and actions that contribute to a safer internet environment. We are eager to enhance our support for all stakeholders, from policymakers to concerned parents, enabling them to gain a deeper understanding of our position and our proactive contributions to online safety.
We are proud to highlight the core values that define Aylo: integrity, innovation, and a mission to create a safer online environment for everyone. In partnership with ECP, we are resolutely committed to setting industry standards by establishing trusted environments that ensure a safe online user experience. We also strive to empower our communities by celebrating diversity, inclusion, and self-expression.
Trust and Safety and Technology Updates
Transparency Reports – Aylo has implemented robust measures over the years to safeguard our platforms from misuse. We are continuously refining our Trust and Safety policies to enhance our ability to identify, flag, remove, review, and report illegal or abusive content. Our commitment to user safety drives us to innovate and continuously improve our efforts. As part of our dedication to Trust and Safety, we believe in the importance of providing detailed information about our initiatives, technologies, moderation practices, and our platform’s response to harmful content. Reflecting this commitment, starting in 2024, we are now publishing our transparency reports biannually. For more detailed information, please visit Pornhub’s Transparency Reports page.
Pornhub Co-Performer Verification Updates – In our ongoing efforts to prioritize and innovate in Trust and Safety, Pornhub has updated its processes for validating IDs and Release Agreements. Expanding our existing program, it is now mandatory to submit records of IDs and signed Release Agreements (digital consent forms) for Verified Models collaborating with new Co-Performers who post content on Pornhub. This advancement positions the Pornhub network as the first major adult content platform operator to mandate digital consent and release forms for co-performers and the only free content-sharing platform, adult or otherwise, to require ID verification for all individuals appearing in content. While ID verification was already required for Verified Models, this update introduces a new method for verifying compliance with these existing requirements. Effective January 23, 2024, before any new content featuring a new co-performer can be published, the Pornhub network requires the submission of IDs and signed Release Agreements for all new performers (submitted either individually or on behalf of an individual). For further details on submission options, please refer to What Co-Performer Verification Tools are Available.
Parental Controls – Aylo content is exclusively for adult audiences. We are deeply committed to user safety and platform integrity. Accordingly, all Aylo sites are fully RTA (Restricted to Adults) compliant, as certified by the Association of Sites Advocating Child Protection (ASACP).
To reinforce our terms of service and help restrict access to minors, our sites offer a user-friendly parental control tool, detailed instructions for which are available on our sites. Furthermore, this year, we have taken extra measures to ensure this tool is accessible even before entering our sites. We also collaborate with a network of over a dozen global partners to facilitate the implementation of parental controls. We firmly believe that parents are best equipped to manage their children’s online activities using the extensive tools already available within modern operating systems and devices. For more information, please visit Pornhub’s RTA (Restricted to Adults) Compliance page and our Parental Controls page.
Device-Based Solution for Age Verification – Whether it’s dating platforms, online gambling sites, or adult content marketplaces, we believe that content intended for adults should be exclusively accessible to adult audiences. We have been public advocates for age verification for many years. We believe laws should effectively prevent minors from accessing age-restricted content while simultaneously safeguarding user safety and privacy. The most effective solution for protecting both minors and adults online is to verify user ages at the point of access—the user’s device—and to then grant or deny access to age-restricted content and websites based on this verification. Recognizing that preventing minors from accessing inappropriate content is a challenge across various online sectors, including social media, gaming, and online dating, we see device-based verification as a viable global solution. We are eager to contribute to this solution and are open to collaborating with government bodies, civil society organizations, and technology partners to develop an effective device-based age verification system. For more information, please visit Age Verification in the News.
Trusted Flagger Program – Launched in 2020, our Trusted Flagger Program empowers members to alert us to content they believe may violate our terms of service. The Trusted Flagger Program includes nearly 60 leading non-profit internet and child-safety organizations, with 10 new members joining in the past year. Partners have direct communication channels with Aylo’s moderation team, ensuring that any content flagged by a Trusted Flagger is immediately disabled. For more details about our Trusted Flagger Program, please visit Pornhub’s Trust and Safety Initiatives Page (under Trusted Flagger Program).
Deterrence Program – Aylo actively partners with organizations to display deterrence messaging. These messages appear when users search for specific terms and phrases, delivering a clear deterrence message about the illegality of non-consensual material or underage content. These messages also offer free, confidential, and anonymous support resources for individuals seeking help with urges to engage in illegal behavior. In 2023, we added 8 new messaging partners who provide local resources to help change user behavior. For more information about the Deterrence Program, please visit Pornhub’s Trust and Safety Initiatives Page (under Deterrence Messaging).
CSAM Reporting – As part of our unwavering commitment to online Trust and Safety, we voluntarily report all instances of potential child sexual abuse material (CSAM) to the National Center for Missing and Exploited Children (NCMEC). Utilizing CSAM detection technology, identity verification protocols, and human moderators, we strive to quickly identify, block, and remove potential CSAM and ban users attempting to upload such content. Any content identified as potential CSAM is also fingerprinted to prevent re-uploading. We also collaborate with NCMEC through their Take it Down service, a program aimed at preventing the distribution of non-consensual material (more information below).
Industry Standards – At Aylo, we are continuously working with key stakeholder groups to develop leading standards within our studios. We are actively involved in creating industry-wide guidelines for all studios. We have announced a pilot project in collaboration with the Internet Watch Foundation (IWF) to develop a model of good practice to support the adult industry in combating child sexual abuse material online.
Working Relationships and Partnership Updates
In 2023, Aylo and ECP continued to strengthen strategic partnerships, focusing on supporting prominent global organizations such as Pineapple Support, Stop NCII, Crime Stoppers International, The Cupcake Girls and SWOP Behind Bars. Following the acquisition, we also expanded our outreach efforts, engaging with over 100 representatives from diverse industries, corporations, and associations outside of the adult entertainment sector, as well as elected officials across various jurisdictions.
In 2024, we plan to further cultivate constructive relationships with these partners, aiming to support their work and develop shared resources for our community. We are committed to establishing relationships that promote the rights and safety of sex workers with organizations like the Free Speech Coalition and prioritize initiatives that enhance awareness of our Trust and Safety protocols, model community, promote sexual wellness, and increase overall brand transparency.
For more information about our partnerships and working relationships, please visit Pornhub’s Trust and Safety Initiatives Page (under Partnerships and Working Relationships).
Quick Facts About Aylo Portfolio of Companies:
- 130 Million+ Daily Average Visitors
- 5.2 Million+ Pieces of Content in the Pornhub Library
- 36,000+ Banned Search Terms
- 70+ NGOs Aylo Actively Engages With
- 59 Trusted Flaggers
- in 37 Countries
- 1,400+ Employees
Quick Facts About Ethical Capital Partners (ECP):
About ECP (Ethical Capital Partners) Unlocking value through ethics-first investing is the core mission of Ethical Capital Partners and its owner group.
Ethical Capital Partners (ECP) is a private equity firm actively seeking investment opportunities in industries requiring principled ethical leadership. ECP focuses on projects involving technologies and complex legal and regulatory landscapes. Founded in 2022 by a multi-disciplinary team with extensive experience in legal, regulatory, law enforcement, public engagement, and finance, ECP’s philosophy centers on identifying companies receptive to our responsible investment approach. We work collaboratively with management teams to develop strategies that create value and generate attractive returns, guided by the ethical principles of the Ethical Capital Partners owner team.
About Aylo The company’s mission is to provide trusted environments that ensure a safe online user experience and empower its communities by celebrating diversity, inclusion, and expression. Aylo manages a diverse portfolio of widely recognized online adult entertainment and gaming properties, including Pornhub, YouPorn, Brazzers, Men.com, Nutaku, and many others, all of which uphold robust Trust and Safety protocols.
Contacts
For media inquiries, please contact:
Aylo Communication [email protected]
Ethical Capital Partners Communication [email protected]
