I think they would like to stop it. I think they would like to have stopped it a few years back. However, although technically it could be cut off only for adult entertainment, that opens Visa/MC up to lawsuits unless they also prevent everyone else from recurring billing as well. That would mean shutting down everything from AOL to automatic payment of things like utility bills.
And perhaps more importantly it would hurt consumer confidence in their products. They would essentially be admitting that they cant control how merchants bill consumers cards and taking away the feature instead. Bad marketing move.
I think they are more likely to just make it tougher to do for adult. Or at the very minimum they might do something like require an email to the consumer a few days before the transaction reminding him that it's coming and offering a chance to cancel.
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