Facebook has backed down over a ban imposed on Curvy Kate’s latest social media campaign for its boudoir line Scantilly.

The thought-provoking advertising features eight role including a transgender woman, an amputee, a woman with alopecia, a plus-size blogger and a recovering anorexic wearing Scantilly sets.

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But Facebook removed the images saying that they breached its advertising policies. “We don’t allow ads that promote sexual acts, sexual videos and publications, strip clubs or adult shows. Ads like these are sensitive in nature and typically evoke a negative reaction from viewers,” the company said.

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Curvy Kate immediately appealed, but Facebook did not reply or even acknowledge the objection.

The story of what happened next is explained by Curvy Kate’s blogger Hannah Rowe:

“Finally we thought, let’s do something about this. These images are not hurtful but celebrate a message of diversity, strength and beauty.

“Scantilly is ‘Fearless Lingerie for DD to HH cups’ – so we thought, let’s be fearless. If Facebook don’t listen, we need to make them, as this message is important and how many others messages are currently being stopped by their Advertising Policies.”

Yesterday, Facebook backed down, replying to Ms Rowe: “Thank you for notifying us about your ad disapproval. We’ve reviewed your ad again and have determined it complies with our policies. I’m sorry for our incorrect review. We evaluate millions of ads per week and there are instances we incorrectly disapprove an image that does not violate our policies. Your ad is now approved, active and will start delivering soon.”

The brand, which was created seven years ago and is considered a pioneer of the use of social media, thanked its 108,000 Facebook and 20,600 Twitter followers for their support. “A huge thank you again to everyone who talked, shouted and shared the piece – you’ve helped a little more body positivity be in the world today,” said Ms Rowe.