4. ETHICAL CAPITAL PARTNERS BUYS MINDGEEK, REBRANDS TO AYLO
MindGeek, best known for managing websites like Pornhub.com, Brazzers, and others, in August, announced its corporate rebranding as Aylo. The rebranding was said to be part of an effort to start anew, with a focus on innovation, diversity, inclusivity, and safety. This change comes after MindGeek was acquired by Ethical Capital Partners (ECP) in March 2023, a move that has influenced the company's new direction.
The company, established in 2004, has been a major player in the adult entertainment and technology sectors. According to a press release, 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."
Management and employees at Aylo have expressed pride in this new phase, emphasizing their commitment to creating a safe and inclusive environment for content creators and users. The company's leadership highlighted that this rebranding is just a starting point in a broader mission to redefine Aylo's public image and operational priorities.
However, the company's rebranding occurs in the context of past controversies, including issues with content moderation and the presence of illegal content on its platforms. These challenges had significant repercussions, such as major payment providers like Visa and Mastercard halting services for Pornhub in 2020. Aylo's rebranding is thus seen as an attempt to move beyond these controversies, establishing itself as a responsible player in the industry. The company's initiatives, like ID verification for content uploaders and collaboration with non-profits to combat illegal content, have been touted by Aylo as steps towards achieving this goal. Yet, it remains to be seen how effective these measures will be in reshaping the public perception and operational realities of the rebranded entity.
The company, under its former name MindGeek, has been involved in a legal case regarding money laundering charges related to sex trafficking proceeds. It was announced this month that Aylo, in a deferred prosecution agreement with the United States Attorneyâs Office for the Eastern District of New York, acknowledged its role in hosting and monetizing videos from criminal sources and agreed to a three-year monitorship. The company is required to make payments to the United States and to victims of GirlsDoPorn founder Michael Pratt and his co-conspirators who have not otherwise already received compensation and whose images were posted on Ayloâs platforms.Â