A Utah-based breastfeeding brand called The Little Milk Bar is firing back at Instagram’s “sexual content and nudity” guidelines in an extremely creative way. After having several of their ads denied and relegated to the “sexual & nudity” category, the company elected to take a new set of ad shots, but this time they had the breastfeeding moms wear huge cat masks.
“Hey @instagram , yes @instagram … we’re talking to YOU! Just one question… is THIS photo okay?…No matter how many times we appeal the denial, our photos of mothers breastfeeding their babies are continuously being categorized in the ‘sexual & nudity’ category when running an ad,” the company wrote on Instagram. “…we get a reply that says ‘we stand by our decision.’ <—– insert all the angry bad words here. So we turned our mothers into cats… is it okay now?”
The masks will make you feel like you’ve entered The Twilight Zone, but it really does drive the point home. What the mothers are doing is totally natural, and not sexual at all. The mask just calls attention to the lengths women have to go to in order to hide the fact that they’re nursing a child. The new ads take it a step further and point out that humans are the only animals that get shamed for nursing.
“Why is it when people see a [cat] feeding her baby kittens they tilt their head followed by the usual, ‘awe so cute.’ But when that mother and baby turn into humans… it all the sudden changes to, ‘that’s gross’… ‘you should do that somewhere else’… ‘you need to cover up.’” the company asked Instagram.
What’s even more strange is the fact that Instagram’s community guidelines already deem “photos of post-mastectomy scarring and women actively breastfeeding” as “appropriate for a diverse audience.”
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