The fund that just bought Pornhub owner MindGeek won't say who's running the company due to 'unfortunate stigma,' report says

• The private equity firm that acquired Pornhub's parent company won't reveal who's running MindGeek.

• Ethical Capital Partners told the Financial Times it won't yet identify MindGeek's executives.

• The new owner says it's keeping their names under wraps because of "stigma" about the porn industry.

The new owner of Pornhub's parent company says it won't yet reveal the names of the executives running Mindgeek because there's "unfortunate stigma" associated with the porn industry.

Ethical Capital Partners, a Canadian private equity firm set up last year, announced its acquisition of MindGeek Thursday for an undisclosed sum. It also owns sites including YouPorn, Redtube and Brazzers as well as Pornhub, one of the world's most-visited websites.

ECP told the Financial Times it wanted to be transparent as the company's new owners.

Solomon Friedman, an ECP partner, said: "I want to engage regularly with stakeholders, including the media."

However, he added that "at this point we are not identifying the current executives, as there is an unfortunate stigma" associated with the porn industry.

Friedman is a criminal defense lawyer and law professor at ECP, which was founded by Rocco Meliambro, the creator of one of Canada's biggest cannabis retailers.

The fund laid out its plans for MindGeek in a statement. It said it will adopt new online safety measures to increase trust and safety and invest to "help fight illegal online content."