A CHARITY which promotes and supports breastfeeding has been left gobsmacked and upset after Facebook banned its posts branding them too sexually explicit.

Tonge Moor-based Families and Babies desperate to reach struggling mums during lockdown paid for the sponsored posts on the popular social networking site.

But the charity says Facebook’s algorithm threw out the ads because they featured mugs with drawings of humourous boobs on them ­— with an arty picture of a mermaid breastfeeding a baby being branded ‘sexually suggestive’ by the social media giant.

The Bolton News: Mugs just too sexually suggestive

Facebook stated in an email to the charity: “Listings may not position products or services in a sexually suggestive manner.”

Families and Babies appealed the move, which it said was ridiculous, and the posts were allowed on only for them to be removed again for apparently not meeting Facebook standards.

Founder and chair of Trustees, Elaine Edwards told The Bolton News: “I am just furious and upset. We have spent years normalising breastfeeding and to be told our adverts are sexually explicit.

“We asked if we could change the adverts but because they take people to our website where the mugs are on show we are not allowed to advertise.

“They are humorous mugs with boobs drawn on, one is just a W-shape with two dots.”

The Bolton News: Jessica Edwards with the 'offending' mugs being sold by Families and Babies Charity to promote and support breastfeeding

Families and Babies was set up 17-years-old as a breastfeeding support group after Elaine found breastfeeding her second child Jess difficult and used her experience to help other mums. Today it provides many other support services for families, but promoting and supporting breastfeeding has remained at the heart of what it does.

The breastfeeding mugs are designed to celebrate the world of breastmilk and support the charity's goals to empower, inform and support families up and down the country.

Like many charities, the organisation’s funding has suffered a hit. The sponsored Facebook posts were designed to reach out to mums as well as make people aware of their fundraising shop which sells the mugs promoting breastfeeding, with money raised going to support families.

Elaine said: “The mugs were designed by one of girls who works for us. They are selling really well, we have started selling them on Ebay and Etsy and those platforms have been really good with us.

“I think Facebook is a fantastic platform, it is a brilliant way to reach out to people, we have been using it support mums. It has been an amazing platform during the pandemic.

“I want to work with Facebook.”

She added: “But the attitude is appalling, to say the adverts are sexually explicit. Breasts are there to feed a baby and I was upset, I couldn’t believe it.

“It is like going back in time and when people were offended by the sight of breasts being used what they are designed for."”

Elaine, who lives in Egerton, says that breastfeeding is not just beneficial for baby but also for mum,both with mental and physical health, helping with post-natal depression and help mother and baby bonding

“I struggled breastfeeding my daughter, who was my second child. I was alone when she was a baby and it can be difficult, you question what you are doing wrong, and someone telling you that is completely normal can make a huge difference. The pandemic has been very hard on mums because they haven’t had that support they would normally and we just want to be able to support them,” said Elaine, who added: “We know breastfeeding is not for all mums but we want them to have a choice.”
 

Facebook has contacted for a response.

To support Families and Babies or to get help visit https://www.familiesandbabies.org.uk/