Ethical, feminist or fair trade porn are relatively new terms and can have different meanings for different people. As a concept ethical porn can be complex - at the core it can be described as erotic content that has been made with performer rights and well being in mind. Another aspect of feminist porn is that it can be more realistic, and also more diverse in the body types that it represents. Ethical porn aims to feature a wide variety of genders, body types, races, and sexualities. Watching achievable, realistic sex between two people who quite clearly have great chemistry together is one of my favourite types of film.

JoyBear founder Justin Santos says 'For us, ethical porn isn't just a marketing term, it's an approach to business which largely occurs off-camera. We are fortunate to work with some of the best performers in the industry. If they feel respected and valued you will see it on screen.'

Our checklist at JoyBear regarding ethical porn includes:

1. Storylines based on mutual pleasure

2. Clear communication and an assigned studio contact before, during and after production

3. In addition to industry standard testing, every performer is given the choice to work with condoms

4. Healthy, catered main meal and refreshments throughout the day

5. Professional and experienced male and female crew

6. Prompt payment within 7 days of filming

As the adult industry grows, and in my view as women become more empowered sexually, demand for porn that caters for women's tastes has increased. Traditionally, most porn has been focused on male pleasure and featured many unrealistic and sometimes unpleasant aspects, that are perhaps demeaning towards women. I know in the past that internet searches for erotica have led me to some content that I would rather not see, so I am loving that there are so many websites now where I can find ethical and interesting erotica. And it's not just women - I have male friends who are relieved at the availability of more natural content as well. More consumers are now actively looking for ethical content, which means that you can now enjoy fair trade, guilt free porn.

Ethical porn also means thinking about the realities of production and the working environment for both performers and crew. The basics like providing proper meals on set and making sure everyone has everything they need. On JoyBear shoots we use a catering company to serve up a healthy, delicious main meal and a range of refreshments throughout the day. This has always been the JoyBear way.

Another important aspect is consent. We know how important this is in real life, and it's also vital in porn, not least when filming anything involving kink and BDSM. Many people use porn as a way to explore their fantasies, things that they would never do in real life, so it's important that performer's rights and their consent are respected, and that they know they can stop filming at any time if they want to. It is so important for us at JoyBear that the performers are comfortable in the knowledge that they can stop at any time.

JoyBear strives to be as ethical as possible and it is something that we are constantly trying to improve - we are committed to transparency, being held to the highest standards in the industry. We love to share behind the scenes snippets and we will be adding full BTS films to the site soon for you to enjoy and to see exactly how we do what we do. These will also include interviews with our amazing performers, which definitely are not to be missed. We would love to open up a conversation about ethical porn so feel free to contact us on Twitter with any questions. For Joybear this is a huge topic so it will be a something that we will be coming back to, we would love to hear your opinions and of course keep improving in any way we can.

Stay safe. Have fun. Issy x

Pictures are behind the scenes on our upcoming feature Love Is Blind.