When you think of OnlyFans, what do you think of? It’s probably not paintings, sculptures, or other creative pursuits – it’s probably porn.

But there’s only one problem: OnlyFans insists it’s not a porn site.

And they’re renewing their protestations as they face the prospect of regulatory crackdowns.

Executives running the UK-based platform have promised more transparent operations as lawmakers in its home country seek to crack down on “illegal material online,” which they point to as being related “to terrorism and child exploitation and abuse.”

OnlyFans strategy chief Kelly Blair told Bloomberg this week that they want to change the public perceptions of company operations as “secretive” and instead want to open up lines of communication with anyone who has questions or interest about how the site operates.

Blair said, “Amazon sells books on sex and gardening. Nobody calls Amazon an adult bookstore, right? Our content creators provide content on anything from gardening to lady gardens, and for some reason, OnlyFans is ‘an adult-content site.'” The company has publicly backed the UK’s new regulations, which will go into effect next year, and only applies to sites with a large number of children users.

If OnlyFans doesn’t have the material the regulations seek to outlaw, what do they have to worry about?

It’s one of those “methinks thou doth protest too much” situations, and the content creation website would probably do best just to keep doing their thing and stop drawing attention to their “not-a-porn/actually-porn-site” dilemma.