UITGEEST, Holland – A 15-year-old website specializing in adult content featuring legal teens has changed its name to avoid the mistaken impression of impropriety.

Christened Club Seventeen at its launch in 1999, the material available on the original site now also is available at ClubSweethearts.com.

The website’s new identity reflects a re-branding already undertaken for the studio’s DVDs, broadcast titles and magazines. According to a spokesman for the company, fans responded positively to the dropping of all references to “Seventeen.”

One thing that hasn’t changed is the pay site’s tour, which Roald Reipen said has proved to provide good conversions for affiliates.

“Club Seventeen has always been just a brand name,” said Riepen, chief executive officer of IMC, which operates both the Seventeen and Sweethearts brands. “The site itself has always contained only photos and videos featuring models of 18 years and older. We had just a little to do in order to offer the more comfortable brand name, ClubSweethearts.com, as an extra service.”

Webmasters may promote the new website through Payserve, which pays a 50-percent recurring revenue share.