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Period Brand Flex Just Drove Major Change in Sexist Ad Platform Policies

Flex was able to change TikTok’s policy that banned diagrams of female anatomy. 
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Flex

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Flex—the period brand that recently became the #1 seller in the menstrual cup category, per Nielsen data—recently made a major impact on improving sexist ad platform policies.

In August: After leading a group of TikTok advertisers in advocating for educational ads on the platform, Flex was able to change TikTok’s policy that banned diagrams of female anatomy.

In May:

  • Google rejected one of Flex’s ads displaying two women in one piece bathing suits, saying it was “disapproved for adult and shocking content,” but Google has since overturned its decision after Flex’s advocacy—something the platform doesn’t typically do.
  • Facebook rejected Flex’s ads for “sexual content” but has reversed course on many of Flex’s ads. A Flex spokesperson told Marketing Brew that FB doesn’t typically offer an explanation for rejections or reversals.

By the numbers: Many leading ad platforms have long regarded period content as “gruesome,” but in Flex’s 2020 survey of 1,000 menstruators between 18-35, 94% agreed with the statement “there's nothing to be ashamed of when it comes to having your period,” Flex’s Founder & CEO Lauren Schulte Wang told Marketing Brew.

My takeaway: It’s rare and frankly inspiring to see a single brand lead major changes on multiple leading ad platforms after years of blatantly sexist policies.

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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.