Tweet Facebook Mail Underwear company Berlei has hit back after two major social media sites banned a bra commercial over concerns it would cause offence.The ad for its new ‘Womankind’ bra was rejected by Facebook and Instagram “out of fear of potential offence to the community”, a spokesman for the underwear company told 9news.com.au.The 45-second commercial exhibits different ways breasts have been “supressed”, “bound”, and “prodded, poked, pressured, pushed, oppressed, restricted” because of uncomfortable bras. The commercial focusses on the different ways bras can be problematic and painful for women. (Berlei)It features a montage of woman dealing with pinched breasts, rashes from scratchy material, having to rip tape off of blurred nipples, and red marks from tight fittings. “Berlei believes this case highlights society’s issues where breasts are classed as sexual property,” the spokesman said. “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.”The spokesman added that the ad was rejected because of “the pixilated nudity, overt focus on bouncing breasts and overly zoomed images all led to the ad being rejected for advertising purposes”.RelatedChinese government posts violent fake image of Australian soldier holding knife to child's throatALS Ice Bucket Challenge co-founder dies aged 37 Australia's biggest media companies call on Morrison government to legislate code regulating Facebook, GoogleThe commercial was made with the help of 500 Australian women who were surveyed about “the daily struggles they have with their bra,” the spokesman said.“Like the bra itself, the ad was designed to empower women to care for and invest in themselves.”The ban means Berlei is not allowed to run the commercial as a sponsored ad on Facebook or Instagram. (Berlei)Berlei said the ban "highlights society’s issues where breasts are classed as sexual property". (Berlei)The ban means that, while Berlei can post the commercial on its own Facebook page, it cannot run it as a sponsored advertisement on the social media site.Facebook’s advertising guidelines has a strict policy against “sexually suggestive content” which includes “excessive visible skin or cleavage, even if not explicitly sexual in nature”.Some people have taken to the Berlei Facebook page to complain that the ad is too “inappropriate” to run on television.“Great ad but I really think it's inappropriate to advertise during Home and Away while my 3 boys are watching,” one Facebook user wrote on the Berlei Facebook page. "Not something they really need to see.”Another said the ad was “highly offensive”, after seeing it twice on television in one night. 9news.com.au have reached out to Facebook for comment but had not heard back before publishing.
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