Adult industry leaders like Pornhub form a coalition and release code of conduct

A coalition between Pornhub's parent company Aylo and other adult content producers has come together to create the Adult Studio Alliance (ASA), which aims to standardize safety across the industry with its Code of Conduct.

Safety precautions, such as testing for HIV and other STIs every 14 days, have long been mandatory for professional porn productions in the U.S. However, the ASA's goal isn't to introduce new safety procedures — it's to standardize them in a clear, unified, and structured way, as stated in a press release.

Key guidelines of the ASA include:

• Give performers full transparency, like scene details and partners, prior to booking

• Boundary checklists and pre-shoot discussions

• Intimacy coordinator or other liaison available before, during, and after a shoot

• Health and safety protocols — like STI testing every 14 days

• Prohibitions on drugs and alcohol on a shoot, and guidelines about prescription medication

• Requirements for licensing, transparency, and ethical representation

The full Code of Conduct is available on the ASA's website.

"The ASA Code of Conduct sets a benchmark for how adult content should be made," Aylo's VP of brand and community, Alex Kekesi, commented in the press release.

Aylo is one of the founding members of the ASA; it owns Pornhub and also studios such as Brazzers and Sean Cody. The other founding members are Dorcel, ERIKALUST, Gamma Entertainment (which owns sites like Adult Time), Mile High Media, and Ricky’s Room.

"When we protect performers' rights, we foster an empowering work environment and destigmatize porn, ultimately benefiting both our industry and society as we create safer content," Kekesi continued.

"I believe strong production standards are the foundation of a safe and respectful and successful industry, and I've always believed performers deserve nothing less. That's why I'm truly excited to see the launch of the Adult Studio Alliance and to enthusiastically welcome this initiative," said performer Cherie DeVille, who has written for Mashable.

Performer and marketing director for queer porn studio, CrashPadSeries.com, Jiz Lee, told Mashable that much of the groundwork and bullet points of this new Code of Conduct were made in the Adult Performer Advocacy Committee's (APAC) performer bill of rights and code of conduct, which were created by a volunteer-based group of performers over a decade ago.

While it would've been considerate for big studios to credit APAC, Lee said, it's great to see this transparency and effort by major studios. "It shows that performers have power to influence the industry and working conditions," they said. Lee wishes ASA's code of conduct included points on AI, tagging (the marketing language used, especially for BIPOC and LGBTQ performers), and individualized health and performer agency (such as working with HIV-positive performers).

This coalition and Code of Conduct come at a time when the adult industry is under scrutiny. Countries, including the UK and France, as well as around half of the United States, have established age-verification laws that require users to input their personal data to access explicit material.

Despite free speech experts and an initial study suggesting that age-verification doesn't work for its intended purpose — keeping minors off of porn sites — more places are adopting them. It's also causing non-explicit platforms, like Spotify, to start age-verifying as well. Earlier this year, experts in the First Amendment and the internet warned Mashable that these laws can fundamentally change the internet and often require more and more personal data as time goes on.

There's also a conservative push in the United States to outright ban porn entirely. The far-right blueprint for Trump's second presidential term, Project 2025, outlines prohibiting pornography and imprisoning creators. Since Trump's second inauguration in January, a few bills have been introduced to ban porn. The bills haven't moved since they were introduced, however.