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Advertising restrictions can have harmful effects on women’s health. Here’s what one company is doing about it

By Eva Rothenberg, CNN
 7 minute read 
Published 1:00 PM EDT, Sun April 14, 2024

Anyone who menstruates _0_ tell you: a period often doesn’t look or feel like the rapturous dancing portrayed in a typical tampon ad.

Taking aim at the sanitized and euphemistic nature of mass advertising aimed at women, personal care brand Frida _1_ an adult-only online platform Wednesday of tutorial videos showing customers how to use its fertility, prenatal, and postpartum products.

The platform, developed alongside health professionals, _2_ in large part a response to many marketing platforms and social media sites taking down or rejecting reproductive and women’s health ads that show more authentic representations of women’s bodies, said Frida founder and CEO Chelsea Hirschhorn.

“You can go on Instagram and learn a 10-step beauty regimen … (but) there’s just no avenue available to brands like ours who make products to help women during these times,” she _3_ CNN. “We _4_ women how to do saline nipple soaks when you have raw or cracked nipples. We show women how to stretch their perineum before labor and delivery to mitigate the risk of tearing, we show them how to properly clean their vagina after vaginal delivery.”

Hirschhorn said she _5_ not expect this explicit content to be shown on social media or television networks given their content guidelines but, since some platforms allow sexualized and suggestive material, “showing female bodies _6_ to be allowed in non-sexualized circumstances, as well.”

When it comes to more explicit content and nudity, she argues there _7_ be a safe, age-restricted space for this information to be informatively and frankly disseminated to people who _8_ it.

While Frida products _9_ been available in retail stores like CVS, Target, and Walmart since 2019, Hirschhorn describes a constant back-and-forth when it _10_ to fighting for marketing space.

In 2019, ABC declined to air an ad the company _11_ submitted to run during the Academy Awards ceremony that showed a postpartum woman _12_ the restroom. Although the ad contained no nudity, Hirschhorn said ABC _13_ her it does not allow content containing guns, politics, sexual nudity, or feminine products. An ABC spokesperson at the time _14_ the network does not comment on its advertising policies and guidelines.

ABC declined to comment. The network’s 2023 guidelines _15_ that “advertising intimate, personal care, contraceptive, and fertility products is acceptable on a case-by-case basis. Such advertising should be presented in a sensitive and tasteful manner and _16_ be subject to scheduling restrictions.”

On Amazon, one product intended to relieve breast pain from health issues such as mastitis was flagged as inappropriate because the packaging _17_ an illustration of a breast, according to Hirschhorn.

And on social media sites like Instagram, ads for Frida products related to fertility and breast health _18_ long been censored and removed.

“In one instance, we had a picture of a woman with one leg in the air _19_ the at-home insemination syringe, it’s presumably filled with semen. That’s how you _20_ the product. It wasn’t showing any part of her body other than her legs and her hand,” said Hirschhorn.

The ad _21_ rejected by the automatic review system for including the word “fertility,” according to Frida.

Amazon declined to comment. Instagram’s parent company Meta _22_ not responded to CNN’s request for comment.

Amazon’s policy states that “ads must not show fully visible intimate body parts: genitals, female breasts, and buttocks,” but _23_ exception for partial nudity if it is relevant to the product in question.

Instagram’s community guidelines, which govern the ads it permits, states that no nudity _24_ allowed, but “photos in the context of breastfeeding, birth-giving, and after-birth moments, health-related situations (for example, post-mastectomy, breast cancer awareness, or gender confirmation surgery) or an act of protest _25_ allowed.”

Adapted from the Original article found here: https://edition.cnn.com/2024/04/14/business/advertising-censorship-womens-health/index.html