Facebook Refuses To Approve Tommee Tippee Breastfeeding Ad For ‘Adult Content’

Facebook Refuses To Approve Tommee Tippee Breastfeeding Ad For ‘Adult Content’
SHARE
THIS



Tommee Tippee, an infant feeding and bottle brand, has launched ‘The Boob Life’, a new campaign which aims to put mums first. Facebook, however, is refusing to air the full ad.

Tommee Tippee has faced numerous obstacles from advertisers who are reluctant to support their portrayal of breastfeeding.

ClearAds, the Australian ad review platform, originally labeled the video an MA 15+ for ‘nudity’. On Friday, that rating was reduced to an M.

Facebook has not approved the original ad, or a shortened version that contains no nipples, on the basis that the advert contains ‘adult content’.

This is the full, uncensored video.

Vanessa Gonzalez, Tommee Tippee’s Marketing Manager, told B&T that a “Facebook representative told us that even though it may be an ad referencing breastfeeding, that they don’t allow nudity in any form and that the creative should be revisited so as not to cause negative interactions or experiences.”

“If you’re offended by a mother feeding their baby then just look away. Censoring The Boob Life only serves to reinforce archaic attitudes towards mothers and women — advertisers have an opportunity to change that.”

The brand believes that this choice is a damaging message for mums, and women more generally, across Australia. Banning or censoring the ad implies that women should hide their breastfeeding, and labels it as shameful or wrong.

Tommee Tippee conducted research that found that ninety-three per cent of mothers felt that the emotional, mental and physical challenges of infant feeding are under-acknowledged in society.

‘The Boob Life’ features a diverse cast, including a mother with an arm disability, a mother who has had a mastectomy, and a mum tandem-feeding newborn twins.

The film’s depiction of breastfeeding ranges from breast pumping to leaking post-feed breasts, to milk squirting from a nipple.

Gonzalez added, “so often the mother gets forgotten about when the baby arrives and not enough is done to recognise and celebrate her journey.”

“We created this campaign because we wanted to show a raw and honest portrayal of different feeding journeys. Even if one mum walks away after watching The Boob Life and sees herself represented in the film, then we’ve done what we set out to do.”

Facebook has approved a fifteen-second version of the ad, which focuses on the Tommee Tippee products rather than on the mothers themselves.

Gonzalez takes issue with the objection to showing breasts and nipples on screen.

“Giving imagery of breastfeeding an adult content classification is antiquated as it lumps feeding a baby and pornography into the same category; there is nothing sexual about a mother who is breastfeeding.”

Midwife Cath, one of Australia’s best-known midwives, has supported the ad and called for media buyers to reconsider the decision.

She said in a statement that, “one of the universal truths of becoming a mother is that breastfeeding is different for every mum, and breasts come in all different shapes and sizes.”

“I love this ad…it’s uplifting and shows a realistic view of women and their experiences with feeding their babies.”

Gonzalez hopes Facebook will reconsider their decision on both the original ad, and the nipple-less 30 second version.

“They are in a position to improve how we treat women and mums across Australia and the rest of the world.”

B&T has reached out to Facebook for comment 

Please login with linkedin to comment

Facebook the boob life

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]