Berlei Australia has hit back after two major social media sites banned its bra advert over fears that it would be deemed too offensive.
The advert showcases the uncomfortable and painful methods women endure to support their breasts.
It aims to provide an authentic look at how uncomfortable and unsupportive women’s bras can be, to help launch its new range, Womankind, which the brand claims is “our kindest bra yet”.
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The 45 second ad has been praised by Youtube and Twitter users, but Facebook and Instagram have pulled it from their sites over concerns that it would cause offence.
According to news.com.au, Facebook, which owns Instagram, has banned the ad on the grounds of “the pixilated nudity, overt focus on bouncing breasts and overly zoomed images.”
The company’s advert policy does not allow videos to focus on one individual body part that might cause “potential offence to the community.”
Addressing the ban, a spokesperson for Berlei told Honey Nine: “Berlei believes this case highlights society’s issues where breasts are classed as sexual property.
“They would like to change the narrative of how brands advertise to women and hope to be able to take their message to their online community without being suppressed.”
Berlei now faces a ban of its advert on Australian TV after the Advertising Standards Bureau said it had received complaints about the commercial, which means it will have to undergo a review.
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