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Tumblr will ban all pornography from its service this month, in a move that will alter how the social network is used and shows an increased desire by major media companies to restrict which content appears on their websites. Unlike most major websites, the microblogging outlet has always had a tolerant attitude to legal adult material since it was founded ingaining a reputation as a safe haven for adult-themed artists, sex workers and pornographers.

As a result adult material has flooded the service, where it sits alongside other fandoms for everything from Harry Potter to anime. We will leave it to them and focus our efforts on creating the most welcoming environment possible for our community.

Websites such as Tumblr were founded in a different internet era when the focus was on the right to publish material. They are increasingly having to rethink their policies after years of criticism for being too permissive and having weak moderation, with major companies increasingly concerned about the content their adverts are appearing alongside.

The decision also reflects challenges at Oath, the media business which owns Tumblr in addition to many former assets of Yahoo and AOL such as the Huffington Post. Oath was founded in a bid to build an online media business that had sufficient scale to challenge Facebook and Google for advertising revenue, but has recently seen the departure of chief executive Tim Armstrong, with its parent company, the US telecoms firm Verizon, taking a closer interest in its activities.

This article is more than 2 years old. Microblogging site says move reflects responsibilities to different age groups.

Tumblr was founded in and says its responsibilities have increased since then. Jim Waterson Media editor.

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