Adult Site Blocks 'MILF' Videos for Mother's Day, So You Can Focus on Your Own Mom

#MomsBeforeMILFs is happening Sunday

Adult video site xHamster says searches for the terms "MILF" and "mom" on its website have risen almost 20 percent in the U.S. in the past year. 

But visitors to xHamster won't be able to access the popular "MILF" category this Sunday, as the site is blocking it for Mother's Day—and telling users to think about their own moms instead. 

"It's Mother's Day! Go call your mom, OK? MILFs can wait," a pop-up message will tell users when they click on the category. 

Here's a video explaining further: 

#MomsBeforeMILFs

While "Mother I'd Like to Felicitate" probably won't catch on as a phrase, it's a cute idea regardless. 

"This is just a hilarious way to connect with our users and surprise them when they least expect it," says Alex Hawkins, vp of xHamster. "It's so contradictory for an adult site to promote this message on Mother's Day, and we are sure our users will love it as much as we do."

Launched in 2007, xHamster is one of the 100 most-visited sites on the web, with about 15 billion visits a year. 

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards.