Meta Ban Bshirt for violating their Adult Content Policy

Sustainable breastfeeding clothing brand The BShirt were permanently banned from advertising on the Meta platform for over 15 days. The brand was informed their images of women breastfeeding were “Adult Content” and a ban by Meta ensued, costing them thousands in lost revenue.

The Bshirt's story has now been covered by several news outlets:

The story was first reported by breastfeeding news website boobinit
Listen to the interview by BBC Radio 4 (minute marker 15:48) about this news story.
The Mail on Sunday printed the story on September 18th and you can also view the story online
Devon Live interviewed Lisa and has covered the story here
Grazia have covered the story in this article here

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.“ Lisa, Co-founder of the The BShirt