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Update: Facebook apologises for removing Curvy Kate's 'body positive' campaign in 'error'

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By Rebecca Stewart, Trends Editor

July 28, 2016 | 4 min read

Facebook has told The Drum that a campaign for lingerie brand Curvy Kate was rejected by the site "in error" and that it did not violate its ad policies. It also confirmed that the ad will now run on Facebook as previously planned by the company.

Curvy Kate banned Facebook ad

CurvyKate's #TheNewSexy campaign has been rejected by Facebook / Curvy Kate

The underwear designer spoke out against Facebook yesterday after the platform's moderators refused to run a series of "body positive" ads created as part of the company's #TheNewSexy campaign.

It has now u-turned on the original decision to spike the ads, with a Facebook spokesperson telling The Drum: "Our team processes millions of advertising images each week, and in some instances we incorrectly prohibit ads. This image does not violate our ad policies. We apologise for the error and have let the advertiser know we are approving their ad."

Designed to promote the firm's new 'Scantilly' underwear range, the creative looked to celebrate diversity by shunning professional models and instead enlisting eight unique inspirational women to showcase the line. Among them was a transgender woman, a recovered anorexic, an amputee and a woman who had been diagnosed with alopecia.

According to the brand, Facebook sent it a standardised message shortly after the ads were uploaded to the site, saying it had removed a group shot of the women because it "violated" 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," read the notification, which offered the brand a chance to appeal.

Since the initial rejection, two further images from the promotion are said to have been denied by the social network, including a picture of transgender model Effie.

Effie Curvy Kate model

The images do not show any of the women depicted fully nude, and according to Hannah Isichei, Curvy Kate's head of PR and marketing, while some may be be considered "risque," they would be typically classed as standard lingerie shots.

Speaking to Yahoo about the the incident, she said that the company initially thought there had been an error on Facebook's part.

“Across Facebook you can see lingerie images, swimwear images and other smaller cupped 'sexy' lingerie brands seem to be able to advertise – but the Scantilly images did not pass Facebook’s rules and regulations as they are thought to 'provoke negative comments' and advertise sexual activity.

"We were baffled, as were our fans. Everyone who is active on Facebook has seen pages that should be banned, such as those featuring violence, racism or sexism but yet eight women spreading a powerful message has been deemed as 'negative’" she continued.

"We need Facebook to support this drive for diversity not create another barrier, stopping these images being filtered down to the public. As such a powerful resource of information, socialising and news – Facebook should be encouraging a message of positive body image so that their wide and diverse range of followers may start seeing someone they relate to."

Though the decision has now been overturned, this isn't the first time the social giant has come under fire for its ad review practices. Earlier this year it was forced to apologise after it rejected an ad for a feminist event "in error" because it featured an image of plus-sized model Tess Holliday in a two piece.

Banned Ads Advertising Facebook

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