“Community labels are our first step toward making sure that everything is appropriately tagged on Tumblr so that people aren’t exposed to content they don’t want to see or aren’t legally allowed to see,” Matt Mullenweg, CEO of Tumblr’s parent company Automattic, wrote on his Tumblr. But any fan creator knows that monetized fan works have been subject to intense legal scrutiny since the advent of internet fandom, so Tumblr essentially put its foot in its mouth. Then again, this isn’t all too different from the time when Tumblr announced its Post+ subscription feature by saying that it could be used to help fan writers monetize their fanfic. Naturally, this confused some users who had not been allowed to post such content. In the announcement itself, Tumblr said that content like “fanart of your favorite ship engaging with each other in…a very private moment” would be assigned a community label. It’s still up in the air whether or not these community labels may eventually allow users to post a wider range of content. “I probably should have shut up yesterday because people saw someone from Staff saying ‘tits’ and started to take it as a confirmation of all kinds of things, but I literally wasn’t in any position to confirm or deny anything,” the staff member later wrote on their blog. In actuality, the community guidelines did not change at all. So, basically, one person at Tumblr said “female presenting nipples” and the rest of the site erupted into a fit of horny triumph. The Tumblr staff member replied, “Yes.” But, as it turns out, the employee was mistaken. “So to be clear, is erotic fanart now allowed back on Tumblr so long as you classify the post appropriately?” another user asked. So, even if the Tumblr staff member quickly rectified their mistake, the misinformation still will continue to circulate. But, because of the way that Tumblr reblogs work, once a post is out on the dashboard, it can never be fully erased if it gets further reblogged. This is it,” the employee wrote in a now-deleted reblog. “Ok, didn’t everyone want ‘females presenting nipples’ back on Tumblr? Here you are. When Tumblr’s staff blog posted about the community labels update, one overzealous team member, who did not work on the feature, reblogged the announcement. So, why did Tumblr users think that this meant it was time for the, er, “ return of the tits“? Also, no posts with community labels can be monetized through Post+ or Blaze. Most importantly, users under the age of 18 will be automatically barred from seeing any content with community labels, perhaps in anticipation of changing regulations due to a children’s online privacy law that passed in California. In Tumblr’s “content you see” section of settings, you can toggle whether you want to allow all community-labeled content, see posts obscured with a “click to view” button, or block such content altogether. This feature just gives users more control about what they see on their dashboards. In short, nothing about Tumblr’s content guidelines fundamentally changed with the addition of community labels, at least for now. As many users have joked about, Tumblr does not allow images, videos or GIFs of genitals, or… “female-presenting nipples.” Still, like many web services, certain kinds of sexual content are allowed on Tumblr, even after the platform’s fateful porn ban - this includes content with nudity that serves an “artistic, educational, newsworthy or political” purpose (yes, those guidelines are intentionally vague). Since then, its web traffic has dropped by around 30% and has largely stagnated. Tumblr stopped allowing pornography in 2018 after the Tumblr app was temporarily removed from the iOS App Store because child pornography passed through the app’s filtering technology. Now users can tag posts with labels pertaining to drug and alcohol addiction, violence and sexual content. Tumblr announced a “ community labels” feature this week that will make it easier for bloggers to filter out sensitive content that they may not want to see.
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