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

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”
  • Campaigns

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”

Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Campaigns

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

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, […]

Pearman Media Appoints Tara Lamond As Group Business Director
  • Media

Pearman Media Appoints Tara Lamond As Group Business Director

Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round
  • Opinion

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round

In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]

Opinion

by B&T Magazine

B&T Magazine
Today Is National Sorry Day
  • Media

Today Is National Sorry Day

B&T would like to take time out from the usual programming to acknowledge National Sorry Day today.

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters
  • Technology

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters

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 […]

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic
  • Technology

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic

Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai
  • Marketing

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai

Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology
  • Campaigns
  • Technology

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology

Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
  • Campaigns

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week

LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]