Facebook slammed for disabling Breast Cancer advertising campaign

Facebook, which has previously live-streamed shocking content like the Christchurch massacre, has come under fire for disabling an advertising campaign aiming to raise awareness of breast cancer. But the social media giant has hit back at critics of its controversial move.

Breast cancer survivors have slammed social media giant Facebook for disabling an advertising campaign that aims to raise awareness of the disease.

Ten cancer survivors, nine of them women, went topless for the annual Pink Buns campaign, which raises awareness of the disease and money for Breast Cancer Network Australia.

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But Facebook — which has live-streamed shocking content, including the massacre at mosques in Christchurch, New Zealand, in March, and the death of a young child in Thailand in 2017 — said the adverts “were in violation” of its nudity policy.

An email sent by a Facebook employee to the campaign’s advertising agency said: “Certainly understand that the ads are promoting awareness for breast cancer, however the images associated with the ad are in violation of our policies for partial nudity.

Ten cancer survivors went topless for the annual Pink Buns campaign.

The campaign aims to raises awareness of the disease and money for BCNA.

“Will uphold the disable here until the ads can be modified for compliance. Thanks for the ­understanding!”

The social media giant this morning defended its move to disable the ads, and said they were promoting a brand rather than an educational message about breast cancer.

“We recognise the importance of ads about breast cancer education or teaching women how to examine their breasts and we allow these on our platforms,” Facebook’s Australia and New Zealand head of communications Antonia Sanda said.

“However, these specific ads do not contain any of these messages; rather, it is a brand-selling a product.”

Ms Sanda said that the social media site had been “working” with the advertisers on how the ads could run.

“(We) are disappointed that they have not taken our guidance,” she said.

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The images appeared on a section of Bakers Delight’s Facebook page but the media agency behind the campaign confirmed last night that the ads had “been disapproved by Facebook and alternative artwork was requested”.

BCNA chief executive Kirsten Pilatti said the pictures were “tasteful” and their blocking was “nonsensical”.

“I’m just really disappointed, because I think what this campaign does is make very real the impact breast cancer has on a woman’s body, and her ability to get back to work.”

Ms Pilatti said: “And what we have heard is that other women feel less alone because these women put themselves out there.”

Mother of two Lindsey Kennedy, who appeared in Thursday’s edition of the Herald Sun, said she was disappointed Facebook wasn’t getting behind the campaign’s important message: “It’s a real shame.

“It’s for a good cause. It’s 2019 — semi-nudity is widely accepted. You see worse on a summer stroll down the beach. Let’s hope Facebook realises the importance.”

Bakers Delight said it was unable to confirm whether the ads had been blocked.

Breast cancer survivors have slammed social media giant Facebook for disabling an advertising campaign that aims to raise awareness of the disease. Picture: Tony Gough

Lindsey Kennedy, who featured in the campaign was disappointed Facebook wasn’t getting behind the campaign’s important message. Picture: Tony Gough

Despite the Facebook furore, the images were being shown on billboards and in Bakers ­Delight stores nationwide.

The BCNA said it was shocked by Facebook’s decision because the campaign had been approved on April 30, after initial concerns about the content.

News of the “offensive” restrictions dampened spirits at yesterday’s campaign launch, where seven of the 10 survivors stood by their pictures.

Caroline Sladen said Facebook was “missing the point” and “it’s just disappointing”.

Bakers Delight bosses Elise Gillespie and David Christie also hit out.

“The women … are so proud of their bodies and what they have overcome,” Ms Gillespie said. “And we should all be proud of that.”

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