Meta bans breastfeeding clothing brand for indecent imagery

Sustainable breastfeeding clothing brand The BShirt have been permanently banned from advertising on the Meta platform. The brand were informed their images of women breastfeeding were “indecent content” and a ban by Meta ensued.

Meta, the company which owns Facebook, Instagram, and WhatsApp, among other products and services, is used as a social media advertising platform by millions of companies around the world. Many brands like The BShirt depend on social media advertising to reach new customers in their target markets.

Female founded The BShirt are gobsmacked by the action taken by Meta. As a brand they’ve been advertising on social media for over 6 years and depend heavily on it for brand awareness and sales.

Speaking about the advertising ban, The BShirt Co-Founder Lisa says:

‘Our Award winning, Innovate UK funded, Bcorp certified, social enterprise Maternity Brand, which has been trading successfully for 6 years, has been permanently banned from advertising with Meta due to images of women breastfeeding being considered indecent content! We have lost a huge portion of our online revenue overnight, without warning.

This is such a horrible stress to go through. Our business has done nothing wrong and it has survived so much – the pandemic – Brexit – but it’s Meta that is the biggest threat to our ecommerce business.“

“This is such a horrible stress to go through. Our business has done nothing wrong and it has survived so much – the pandemic – Brexit – but it’s Meta that is the biggest threat to our ecommerce business.“

Lisa, Co-founder of the The BShirt

The BShirt want to appeal the advertising ban

Lisa is now appealing to their customers and social media followers to spread the news of their predicament and “injustice”. Her hope is that something positive can come out of the situation and for the ban to be lifted.

Lisa, along with her friend and Co-founder Philippa, launched The BShirt in 2017. Their mission was to help new mothers breastfeed in public with confidence whilst also addressing clothing waste. Since then they’ve went on to expand their range of breastfeeding-friendly clothing and now sell to over thirty countries. They’ve also picked up awards along the way for their clothing innovations and dedication to sustainable fashion.