Facebook reverses ban of Modibodi's ad normalising periods

Facebook reverses ban of Modibodi’s ad normalising periods


Facebook has reversed a decision to ban an advertisement from period underwear brand Modibodi, that was originally deemed to violate guidelines covering shocking, sensation, disrespectful or excessively violent content.

The 60 second ad from Modibodi showed a couple of different scenes that featured period blood. Specifically, one scene showed a patch of blood on a white sheet, another showed a woman wringing her underwear in the shower, another was of a bin filled with disposable hygiene items.

After facing significant blacklash for banning the ad, Facebook has now decided to allow the ad to be shared on their platforms.

Naomi Shepherd, Director, Facebook Australia and New Zealand said encouraging open discussions around the issues Australian women face is important to Facebook’s values.

“We know these issues are complicated, and our Sydney-based team has been working closely with Modibodi across the development of this campaign,” she said.

“After further review and consultation with our teams, we are pleased that Modibodi’s ads will now be shared across our platforms in their entirety.”

Modibodi’s Kristy Chong said the brand is pleased Facebook reconsidered on the ad, which had a mission to help break down taboos around periods.

“We’re pleased to share that Facebook has reconsidered its position on our 60-second film, so we can continue our mission to open people’s minds by taking the stigma out of what is a perfectly natural bodily function for women,” she said.

Australia needs organisations and media outlets like Facebook to help define a future where people can be proud of their bodies. We commend Facebook for taking this important step so that the next generation of women will feel empowered by their period, not ashamed.”

Chong said as a company, Modibodi has always urged people to try their products before making a judgement.

“As a company, we have always faced challenges head on, encouraging people to open up the conversation surrounding the issue, and ultimately, urging them to try Modibodi before making a judgement.”

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