It’s the end of an era for Tumblr, the micro-blogging site will no longer allow adult content to be posted or shared by users. This includes nudity and x-rated content, which the site is currently filled with. The change is expected to go into effect next month, the announcement came shortly after Apple pulled the Tumblr app from the Apple App Store after child-pornography was found.

In an announcement to users Tumblr stated, “Starting Dec 17, adult content will not be allowed on Tumblr, regardless of how old you are.” The company says this includes “photos, videos, or GIFs that show real-life human genitals or female-presenting nipples, and any content—including photos, videos, GIFs and illustrations—that depicts sex acts.”

Once again we should point out that banning women’s nipples outright is considered by many to be a sexist act. Which is where the #FreeTheNipple campaign started on social-media. Tumblr is making a few exceptions to the nipple rule, which include “exposed female-presenting nipples in connection with breastfeeding, birth or after-birth moments, and health-related situations, such as post-mastectomy or gender confirmation surgery”. There are also exceptions for art when it comes to the sex-ban, opening up a gigantic can of worms for the company, and adult users can still post or read erotica on the site.

Tumblr was first acquired by Yahoo in 2013 for $1.1 billion, which in turn was bought by Verizon. The company already struggles to monetize its content and users, the ban on adult images might be the nail in the coffin for the platform.

Users can appeal any strikes against them going forward. The company added, “If you feel that we have categorized your post incorrectly, you can appeal this decision using the button on the post in question. Please note that this process is only possible to complete on the web or the Tumblr Android app version 12.2 or later to review your flagged content. If you are on iOS, please use the web to appeal for now.”