feel more comfortable breastfeeding in front of other people as there is less on showtoo much on show when it slapped TheBshirt, which has been advertising on the social media siteSince its launch, the company’s adverts have regularly been flagged and banned by Facebook, now called Meta, because they were deemed to contain ‘Adult Content’ and were therefore in violation of the social media company’s advertising policies.
Lisa says that because revenue from ads make up around 50% of her company’s turnover, they’ve lost between £10,000 and £15,000 in revenue as a result of the bans. ‘It’s had a huge impact,’ she says. ‘I had to choose whether to pay my suppliers or wages. We’re working mums and we wanted to work on our own terms designing a product that was ethical and. It feels so unfair. We’ve got no recourse to compensation from Meta and we’ve lost so much money.
Since she flagged the issue on The Bshirt’s Instagram page, Lessware has had others approach her, coming up against the same issue, such as Human Milk, a clothing and accessories brand which is also involved in global education around breastfeeding. In 2018, Mama Clothing created apetition to allow ads of breastfeeding mums on Facebook and in 2021, even Tommee Tippee’s breastfeeding campaign, ‘The Boob Life’ ran into similar problems.