This Breastfeeding Ad Got Banned From Facebook

7 min read
This Breastfeeding Ad Got Banned From Facebook

Hasn’t Facebook already created enough drama lately after just banning Australian publishers and people from sharing or viewing news content?

Apparently not.

The Facebook censoring gods have been at it again. A new breastfeeding campaign has been deemed ‘adult content’ and banned by Facebook.

Tommee Tippee released its new campaign called ‘The Boob Life’ on recently, offering an uncensored look at motherhood and all it involves, including breastfeeding your child, but much to public disgust the original uncut advertisement was rejected by the social media giant.

“Facebook representatives told us that even though it may be an ad referencing breastfeeding, that they don’t allow nudity in any form and that the creative should be revisited so as not to cause negative interactions or experiences,” Vanessa Gonzalez, Tommee Tippee’s Marketing Manager, told B&T.

“If you’re offended by a mother feeding their baby then just look away. Censoring ‘The Boob Life’ only serves to reinforce archaic attitudes towards mothers and women “” advertisers have an opportunity to change that.”

“It sends a message that something is wrong or shameful about what they are doing when in actual fact they should feel proud and confident with how their body is changing as they enter motherhood,” Vanessa continued.

This Breastfeeding Ad Got Banned From Facebook | Stay At Home Mum

She also added Facebook’s reaction to the ad was a worrying indicator of “how we as a nation are treating mums”.

Australian ad review platform ClearAds originally labeled the video an MA 15+ for ‘nudity’, however on Friday, that rating was reduced to an M.

The Public Response

The public certainly didn’t hold back and were soon voicing their concerns on Twitter saying:

“All new mothers are encouraged to breastfeed their children, when some can’t for whatever reason many have felt ostracised or less of a mother,” one person wrote. “Ads like this should be encouraged not criticised. There is nothing sexual or perverted in these ads.”


“Not at all. I don’t understand why nipples have to always been seen as ‘sexualised’. Breast feeding is no easy feat. There is nothing sexy about breast feeding. I love this ad. Show it for what it is.”

Expert’s response

One of Australia’s most famous midwives, Cath Curtin (known as Midwife Cath), also commented on the ludicrous ban saying the ad showed a ‘realistic view of women’.

“One of the universal truths of becoming a mother is that breastfeeding is different for every mum, and breasts come in all different shapes and sizes,” she told Body and Soul.

“I love this ad. Boobs, breasts, nipples are all part of being a woman “¦ it’s uplifting and shows a realistic view of women and their experiences with feeding their babies.”

“We have to celebrate breasts and support women on their journey to and through motherhood as much as we can. It’s about women being kind to women, that’s very important.”

She added, “When parenting, and especially when parenting boys, it’s important that we normalise the female body and reinforce that it’s not something to be made fun of,” she says.

“I’ve been a midwife for over 40 years and I’m surprised that we’re still questioning breasts and nipples”¦ Change happens through seeing videos like The Boob Life. But there are so many more confronting situations while a woman is breastfeeding like sore, cracked and bleeding nipples, mastitis, pain, crying, emotion, depression… sometimes all in one feed.”

She concluded: “There’s a lot that women go through that isn’t spoken about which is why women need a lot of support through the whole process of pregnancy, birth, breastfeeding, and parenting.”

This Breastfeeding Ad Got Banned From Facebook | Stay At Home Mum

The Boob Life promo

The campaign is a fantastic way to normalise the journey of motherhood and all that comes with it, including sagging boobs.

‘The Boob Life’ features a diverse cast, including a mother with an arm disability, a mother who has had a mastectomy, and a mum tandem-feeding newborn twins.

“We created this campaign because we wanted to show a raw and honest portrayal of different feeding journeys. Even if one mum walks away after watching The Boob Life and sees herself represented in the film, then we’ve done what we set out to do.”

The promo caption reads: “Mum, ma, momma-to-be. This one’s for you.

Life-giving you is bringing baby into the world and you’re about to become their universe. The one they reach to for love, warmth, milk and comfort.

But let’s spill some milk: birth is just one moment in this miraculous journey of motherhood. There’s also the boob life to think about. Those glorious boobs which you wear with pride are changing day by day. They’ll grow, shrink, leak, sag and swell. They might feel beaten up, blistered, bitten and bruised. Both glorious and alien, they’ll be both part of you and part of them. Your milk may be plenty. Or not. Whatever happens is what is supposed to happen.

Through the unexpected and the overwhelming, the highs and lows, embrace your boob life, whatever it may be.

Feeding, pumping, ebbing and flowing. Baby to boob or baby to bottle. Every boob life is different.”


Why Are They Still Censoring Us?

Come on it’s 2021 for fark sake. We have just been through hell and back with COVID, we don’t need this censorship crap anymore. Grow up, Facebook!

I thought we were heading in the right direction back in 2015 when Facebook responded to public campaigns after backlash regarding the display of women breastfeeding and further clarified their policy saying,

“We always allow photos of women actively engaged in breastfeeding or showing breasts with post-mastectomy scarring.”

“We restrict the display of nudity because some audiences within our global community may be sensitive to this type of content particularly because of their cultural background or age,” it said.

They obviously forgot all about that “policy” when it came to this campaign. Why is it so different to any other?

Another case in 2017 saw an Australian mother of four banned from Facebook for sharing an article on breastfeeding in a private group.

Facebook told Kerryn Gill-Rich it was because the pictures accompanying the article on vasospasm – more commonly known as nipple blanching – a condition that occurs in breastfeeding women when blood flow to the nipple is limited, were in violation of its nudity policy.

Ms Gill-Rich had attempted to share the article twice in the Breastfeeders in Australia group and was banned for a week for each instance of attempted sharing.

A petition in support of Ms Gill-Rich’s efforts to share more information on breastfeeding on the site has gained over 4,600 signatures.

Her appeals for review were unsuccessful.

Facebook responded with, “We agree that breastfeeding is natural and beautiful and we’re glad to know that it’s important for mothers to share their experiences with others on Facebook.”

This Breastfeeding Ad Got Banned From Facebook | Stay At Home Mum

It said the “vast majority” of the photos shared are within compliance of the site’s nudity policy. They also stated “the photos we review are almost exclusively brought to our attention by other Facebook members who complain about them being shared.”

Is it a case of too much power or are they too PC?

Is it time businesses’ stopped supporting Facebook and utilising the platform for paid ads?

That is certainly one way to have an impact on the social media giant. Hit them straight in the hip pocket!


What are your thoughts on this?

About Author

Tracy Hardy

Tracy has been a digital content writer for over 10 years and a crazy mum of two boys for nearly 17, so be gentle! The teen years are rough! Beach lov...Read Moreer. Terrible housekeeper. Tea drinker. Wine sipper, who sadly can't eat cheese or ice cream. Life is cruel! Read Less

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