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It looks like Yahoo! wasn’t a fan of the porn on Tumblr after all.

Back in May when Tumblr was purchased by Yahoo, CEO Marissa Mayer was asked directly whether Yahoo would restrict content on Tumblr. “No, we won’t,” she said. “It’s the nature of user-generated content.”. She also spoke about the importance of the “NSFW” tag that Tumblr already has in place. However on according to ZDNET, on Thursday Tumblr implemented a new “adult blog search policy” which essentially restricts NSFW content from being indexed by search engines as well as Tumblr’s own internal search system.

If you’re the owner of one of the many Tumblr blogs which are dedicated to “adult material” your content will no longer get the exposure you were once used to, that’s according to Tumblr’s own “Understanding NSFW and Adult Blogs” section. If your blog contains substantial nudity or mature/adult-oriented content you’ll no longer be indexed by Google, Bing, Yahoo! and other search engines, this also includes Tumblr’s internal search too.

It looks like Yahoo! wasn’t a fan of the porn on Tumblr after all. - n3rdabl3

That means that over 12 million Tumblr blogs have now been made invisible to the outside world unless you were either following them prior to this new policy or you’ve got a keen eye for porn blogs.

On the page linked above Tumblr wrote:

“There are a few things we need you to consider. Tumblr welcomes and encourages all forms of expression. However, we have to be sensitive to the millions of readers and bloggers from different locations, cultures, and backgrounds with different points of view concerning mature or adult-oriented content. There are a lot of people in our community who would rather not see this stuff and could even get in trouble if they did!”

To say that Tumblr users are annoyed is an understatement and I’m sure there’s also a ton of “I told you so”s going around the microblogging site right now. I for one feel a bit silly for actually thinking Yahoo! wouldn’t touch the adult content on Tumblr, but hey, you’re never always right.. Though I’d like to believe that I am..

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