FemTech fights back over social ad bans that normalise female health stigmas

Yoppie, the pioneers of personalised menstrual health, is calling on social media platforms to take more responsibility for the normalisation of damaging taboos and stigmas associated with female health, having had a number of their own adverts banned for little more than including the female form or sanitary products.

The FemTech sector is booming with an estimated market size of $45.5bn, expected to grow to $75.1bn by 2025. In 2021 alone, VC investment into the sector increased by 65% year on year, hitting $1.147m, with general health care and reproductive health and contraception seeing the highest levels of investment.

The reason behind this boom is clear. A recent government study on the gender health gap found that eight out of 10 women feel they are not listened to by healthcare professionals and almost two in three with a health condition or disability believe they’re not supported by the services available.

The FemTech sector is taking the strain, with companies around the world not only providing alternative products and treatments but also seeking to educate and support women on the problems they’re facing.

Despite this, damaging taboos and stigmas in women’s health continue to prevent many from seeking help, further normalising beliefs that debilitating symptoms are part and parcel of being a woman.

One very clear example of this has been the rejection of social media adverts around women’s sexual health, citing policies around ‘adult products and services’.

An issue that Yoppie has faced first-hand after a number of its Facebook adverts were banned, simply for showing the female form or sanitary products.

Founder of Yoppie, Daniella Peri, commented: “It’s quite frankly infuriating that in this day and age there is such an acceptance of female objectification when it comes to marketing products, yet those of us seeking to help, inform and educate women on serious health issues are prevented due to outdated algorithms.

“By doing so, these social platforms are reinforcing the narrative that women’s health and hygiene is something to be embarrassed about and that it should be kept behind closed doors and out of sight of the mainstream public.

“It’s exactly this sort of approach that has caused so many women to struggle when getting the help they need, with many more choosing to ignore the problems they are facing.

“The female body is as natural as it gets, so is our menstrual cycle, and we shouldn’t be made to feel otherwise for wanting to have an adult conversation about it.”

enewsletter