Facebook and Instagram ban Berlei bra ad for ‘fear of potential offence’

The Monkey’s first ad for underwear company Berlei – following the agency’s appointment in June – has been rejected by Facebook and Instagram on the grounds the ad does not comply with the social media company’s policies.

Facebook and Instagram rejected the commercial “out of fear of potential offence to the community”.

The 45-second ad shows all the different ways in which women have “suppressed”, “bound”, “hidden”, “forced apart”, “prodded, poked, pressured, pushed, oppressed, restricted” and “exposed” their breasts.

The ad features videos of women trying to put on bras or show off their breasts.

According to statements provided by Berlei, Facebook’s ad policy does not allow videos to focus on just one body part.

Despite Berlei appealing the ad ban, Facebook rejected the request.

According to Berlei, Facebook will not allow the ad on the social media platforms because of “the pixilated nudity, overt focus on bouncing breasts and overly zoomed images”.

Berlei said the concepts for the ad were developed through surveying over 500 Australian women on what their biggest struggles are when wearing a bra.

“It shows that not all bras have been very kind to women – no matter their age, shape or size.

“The ad highlights the daily realities women have with their breasts in an honest and authentic way. Like the bra itself, the ad was designed to empower women to care for and invest in themselves,” the underwear company noted.

The company said the banning of the ad on social media highlights “society’s issues where breasts are classed as sexual property”.

Facebook had not replied to Mumbrella at the time of publishing the article.


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