UNITAU 2022

Elle Hunt

The Guardian Sat 16 Oct 2021

Tourist board in Austrian capital rails against censorship of art on social media platforms

More than a century after the artists of the Vienna Secession declared “to every age its art to art its freedom”, the Austrian capital has found a new site for artistic expression free from censorship: the adultsonly platform OnlyFans. Vienna’s tourism board has started an account on OnlyFans – the only social network that permits depictions of nudity – in protest against platforms’ ongoing censorship of its art museums and galleries.

In July, the Albertina Museum’s new TikTok account was suspended and then blocked for showing works by the Japanese photographer Nobuyoshi Araki that showed an obscured female breast, forcing the museum to start a new account. This followed a similar incident in 2019, when Instagram ruled that a painting by Peter Paul Rubens violated the platform’s community standards which prohibit any depictions of nudity – even those that are “artistic or creative in nature”.

These works and more are now on full display, safe from the threat of censorship, on Vienna’s OnlyFans profile – and only teased from Facebook, Instagram and Twitter. Helena Hartlauer, a Vienna tourist board spokesperson, said the city and its cultural institutions had been finding it “almost impossible” to use nude artworks in promotional materials.

The first subscribers to “Vienna’s 18+ content” on OnlyFans will receive either a Vienna City Card or an admission ticket to see one of the artworks in person. Hartlauer said the new “Vienna strips on OnlyFans” campaign was not just to encourage tourists it was also to raise awareness of the censorious standards within which contemporary artists are working.

Instagram, along with its parent company, Facebook, has retained its strict no-nudity policy in the face of years of criticism, and even as it has become a more essential platform for artists. In July, creatives protested against social media networks’ uneven promotion of their work with the hashtag #FixTheAlgorithm. “Compared to the artists who fall under this censorship, the tourist board in Vienna and even the art collections have it easier,” said Hartlauer. “We just want to question: do we need these limitations? Who decides what to censor? Instagram censors images and sometimes you don’t even know about it – it’s very untransparent.”

OnlyFans was founded in 2016 to be a more permissive and fair platform for online creators of all kinds, though it became synonymous with sex work through the pandemic. Last year the site exploded from 7.5 million to 85 million users, paying out more than $2bn (£1.45bn) in subscription fees to 1 million creators.

Ironically, the Vienna tourist board, having decided to launch a presence on OnlyFans, encountered barriers promoting it. Twitter, Facebook and Instagram all rejected links to the platform, requiring the board to liaise with their service teams, in some cases over weeks.

Hartlauer said the hurdles to launching the campaign proved its point about the insidious power of social media platforms to influence and suppress artistic expression. “It shows us again that this is the right question to be asking.” “This marketing initiative of ours is not the ultimate solution for this problematic relationship between the art world and social media, but … we want to stand up for our values and our beliefs,” she said. “Vienna has always been famous for being open-minded.”

According to Helena Hartlauer, what was the purpose of opening an Only Fans account by the tourist board?