Tumblr and Apple Clash Again Over Mature Content

Tumblr Implements Content Restrictions for iOS App Compliance

Certain phrases and tags, including seemingly innocuous ones like references to “Tony the Tiger” and “Eugene Levy,” are now prohibited within Tumblr’s iOS application.

Blogs designated as “mature” are now inaccessible via the iOS app. Users attempting to access such content will encounter a notification explaining that it has been hidden due to “potentially suggestive or explicit content.”

Apple App Store Policy Compliance

Tumblr stated that these changes were necessary to adhere to Apple’s policies regarding sensitive content and to ensure the continued availability of its iOS app within the App Store.

A crowdsourced list of banned tags has been compiled by Tumblr users to identify restrictions implemented to meet these compliance requirements.

While tags like “porn,” “drugs,” and “sex” are understandably prohibited, the list also includes unexpected terms, even numerical values like 69 and 420.

Impact on User Expression and Support

The tag bans are causing concern among Tumblr users, as they effectively censor conversations surrounding important topics.

Tags related to stimming – a coping mechanism frequently used by individuals with autism – alongside those concerning “depression,” “PTSD,” and “bipolar disorder,” have been flagged.

Tumblr acknowledged the potential frustration caused by these adjustments and indicated that more refined solutions are under development.

Behind the Scenes: A Recurring Issue

A former Tumblr iOS engineer, blogging as sreegs, offered insight into the underlying problem and the temporary nature of the solutions.

The engineer explained that app rejections occur when Apple reviewers discover prohibited content. Resolution involves removing the offending post and resubmitting the application.

This cycle of identification and removal has occurred periodically, approximately once every five updates, according to the former engineer.

Tumblr’s History with Apple’s App Store

Tumblr has experienced ongoing difficulties with App Store approval. In 2018, the iOS app was removed due to the presence of child sexual abuse material (CSAM).

In response, Tumblr banned all pornographic and sexually explicit content, resulting in a significant 29% decrease in monthly traffic.

Since then, the platform’s web traffic has remained relatively stable.

The Challenges of Content Moderation

Effectively moderating user-generated content for adult material is a complex undertaking. However, Apple’s standards for Tumblr appear particularly strict.

A former Tumblr iOS engineer speculated that larger platforms like Instagram and Twitter may face less scrutiny due to their size and established presence.

Furthermore, Tumblr’s past history of allowing explicit content may contribute to a negative perception within Apple’s review process.

Ongoing Adjustments and Future Plans

Tumblr is currently reviewing the list of banned tags for the iOS app, with a more comprehensive review planned for January.

The platform is also developing a web-based toggle that would allow users to opt-in to viewing sensitive content within the iOS application.

Why Users Remain on Tumblr

Despite its challenges, Tumblr maintains a dedicated user base. Some users attribute this to the platform’s inherent resilience and the ease of finding workarounds.

The buggy search function, ironically, may also contribute to the circumvention of tag bans, as it hinders Apple’s ability to detect prohibited content.