Over the past couple of years, Tess Holliday has become something of an icon for body positivity — but recent events suggest Facebook doesn’t necessarily share this view.
They’d illustrated the ad with an image of size 22 model Holliday in a bikini, which anyone would argue was a perfectly relevant and appropriate choice.
The image in question. (via Facebook/Cherchez La Femme)
The 30-year-old rose to fame by founding the hugely popular 'Eff Your Beauty Standards' campaign, which preaches body love and diversity.
On her own social media accounts, Holliday regularly calls out body shaming and reminds her followers that health and happiness are not indexed to size.
Yet Facebook knocked the ad back, claiming it violated their guidelines by "promoting an idealised physical image". The event organisers appealed the social media site's decision, assuming an error had been made, but it wasn't upheld.
‘Just because we’re plus size, doesn’t mean we have to prove that we’re healthy, just as someone who is smaller than us or average size doesn’t have to prove they are healthy. We should be able to exist in our bodies. I am technically healthy but my body is no more valid than someone’s who isn’t." Shot by @alexcayleystudio for @telegraph out now ???? I was 7 months pregnant in these photos & loved every moment ???????? Grab your copy or check it is online ???????? #effyourbeautystandards
"The image depicts a body or body parts in an undesirable manner. Ads may not depict a state of health or body weight as being perfect or extremely undesirable," a Facebook Ads team member, Jenny, wrote in response.
The statement went on to provide examples of these "undesirable" body images, which included close-ups of "muffin tops", people wearing too-tight clothing or pinching their cellulite, and negative portrayals of human medical conditions.
"Ads like these are not allowed since they make viewers feel bad about themselves," it concluded. As an alternative, Facebook suggested the ad be illustrated with an image of "a relevant activity", such as someone riding a bicycle or going for a run.
Watch: Meghan Ramsay on the effects of negative body image. (Post continues after video.)