New Zealand-based period underwear brand AWWA has claimed that Facebook banned an ad for its products as they featured period blood.
The 90 second ad – which is currently playing on YouTube and TVNZ OnDemand – is called ‘Period Lockdown: a short film’ and depicts two housemates with their periods. In the ad, dried period blood is featured, as well as a person wringing period blood from their underwear.
According to AWWA, they were told that the ad violates Facebooks ‘Shock and Scare policy’, so had not been approved.
On Facebook’s website, the Shock and Scare policy says that, “ads must not promote shocking, sensational, gory or excessively violent content that may shock or scare viewers.”
Michele Wilson, one of AWWA’s co-founders, said, “it’s disappointing that Facebook doesn’t want to normalise the conversation around periods in 2021.”
“The aim of AWWA’s campaign was to remove the stigma and taboos from what is a perfectly normal bodily function that half the population experience.”
The brand then created a 15 second censored ad for Facebook, which links back to AWWA’s website, where the full video can be found.
Last year, Facebook was forced to backtrack after banning Australian period company Modibodi’s ‘New Way To Period’ campaign, which similarly depicted the realities of having periods, including imagery of dried blood.
However, Facebook has denied the claims that AWWA’s ad was banned.
A spokerspon told New Zealand publication NewsHub that the ad is allowed to run in full on AWWA’s social accounts, but that a cut down version is being used as a commercial advertisement. They said that there are a strict set of guidelines regarding commercial advertising and paid amplification on Facebook.
Antonia Sanda, Facebook’s head of communication New Zealand told the publication that: “We know these issues are complicated, and our team has been working closely with AWWA to advise how to run this campaign on our platforms.”
“The AWWA campaign video is running in full on the AWWA Facebook and IG page. A cut down version of the video is also running as paid content on our platform.”
Facebook has previously been accused of censoring other ads that relate to formerly ‘taboo’ subjects like periods. In February of this year, Australian baby-needs brand Tommee Tippee said Facebook had refused to approve an ad which depicted breastfeeding after it was classified as ‘adult content’.
They also refused to approve a censored version of the ad, which did not show nipples.
In this guest post, Jen Dobbie (main image), creative director at Hotwire Australia, says ultimately advertising is merely storytelling and offers her expert tips to put more zing in your brand’s tale… The Wicked Bible is a deliciously named, and tempting title for a storied series of mistakes published in 1631. Its pages house the […]
Blooms The Chemist is digitising how it manages owned media, rolling out a dedicated supplier media portal capable of managing in-store and online campaigns across its 110+ pharmacies. The Australian pharmacy sector has seen significant growth, accelerated by the COVID-19 response. At the peak of the country’s pandemic, retail pharmacy sales surpassed $800 million, up […]
data.ai (formerly App Annie), the first unified data ai company, today in partnership with IDC, released the Gaming Spotlight 2022 report. Powered by Game IQ, the report reveals that mobile gaming represents 61 percent of the overall gaming market which is set to hit $222 billion in 2022. The report reveals that mobile gaming is […]
Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]