Originally written by the Sciart team for EAN-Online and first published there.
The 21st Century, an era defined by remarkable technological advancements like live-stream portals connecting distant cities (albeit promptly shut down due to inappropriate behaviour), renewable energy innovations reshaping our streets, and breakthroughs in medical science revolutionising healthcare, it's astonishing that we're still grappling with archaic restrictions when it comes to advertising sexual health and wellness products online. Despite television's unabashed display of nudity and explicit content, attempting to promote products catering to sexual wellness and health benefits—such as relief from menopausal symptoms and erectile dysfunction—feels akin to navigating a labyrinth of red tape and restrictions. What's more, it's not confined to one platform; Google, META, Microsoft, and others enforce these draconian rules, stifling promotional efforts at every turn.
The Unfair Double Standard
The policies and restrictions governing sexual health and wellness products often face stricter scrutiny compared to other sectors. Whilst advertisements for alcohol and fast food, despite their potential negative health impacts, are widely accepted, sexual health products offering significant benefits are unfairly marginalised. Similarly, fitness and weight loss supplements, often with dubious claims, face fewer restrictions.
Adding to this disparity, ads targeting females regarding sexual wellness are disproportionately banned compared to those targeting males. In a study by The Center for Intimacy Justice (CIJ) in 2022, it was found that 100% of the 60 organisations studied experienced Meta platforms rejecting their advertisements. Shockingly, 50% had their entire advertising accounts suspended by Meta, particularly when running ads aimed at women and people of diverse genders, focusing on areas like menopause, pelvic pain, pregnancy, and sexual wellness. These ads were unfairly classified as “adult products,” whilst ads promoting men’s health were allowed to proceed.
This double standard perpetuates the stigma surrounding the sexual health and wellness industry, resulting in overly restrictive guidelines that impede effective marketing and audience reach. It's imperative to acknowledge that sexual health and wellness are fundamental aspects of human life, deserving of the same respect and freedom as other consumer goods. Addressing this stigma is vital for establishing fair and equitable regulations that facilitate the promotion and accessibility of these products.
Behind Closed Doors
In our ongoing efforts to advocate for change, we've engaged in interviews with several brands operating in the sexual wellness space to understand their difficulties and issues with compliance in regulated marketing. These conversations have provided invaluable insights into the challenges faced by industry players, reinforcing our commitment to campaigning for change.
Breaking the Chains - What Can Be Done?To bring about change, we need to take several key steps:
Advocacy Efforts: Educate policymakers about the importance of sexual health and wellness products. Highlight their benefits and the need for fair marketing regulations.
Collaboration: Work with industry associations to develop guidelines that balance responsible marketing with freedom of expression.
Dialogue with Platforms: Engage in discussions with digital platforms like Google, META, and Microsoft to push for more nuanced advertising policies. Aim to create a regulatory environment that reflects the needs of the industry whilst addressing concerns about appropriate content and consumer protection.
Fair Regulations: Advocate for fair and consistent enforcement of advertising policies across all platforms. Current policies are overly restrictive and inconsistently enforced, hindering the promotion of products that significantly improve overall well-being.
We urge regulatory bodies, digital platforms, and policymakers to comprehensively review and revise advertising policies, ensuring fair and transparent guidelines. Consistent enforcement is paramount to prevent arbitrary discrimination and ensure a level playing field for sexual health and wellness products. Destigmatising the industry through open and honest dialogue is essential to challenge misconceptions and foster a supportive environment. Additionally, providing education and guidance to advertisers on responsible marketing practices is crucial. Finally, we emphasise the significance of recognising and prioritising sexual health in regulatory frameworks to promote overall well-being and accessibility.
Charting a New Course
Whilst these changes won't happen overnight, it's essential to work within existing rules to ensure sexual wellness brands and their products reach their audience. Ways to manage this include:
Focus on Education and Informative Content: Instead of directly promoting products, create educational and informative content around sexual health and wellness topics. This approach can help build trust with your audience and indirectly promote your products in a more acceptable manner.
Content Optimisation: Ensure that the content on your product pages is clear, informative, and relevant to the product being sold. Avoid using explicit language or imagery that could trigger adult content filters.
Metadata Optimisation: Pay attention to the metadata of your product pages, including titles, descriptions, and alt tags for images. Use descriptive, non-sexual language that accurately represents the product whilst avoiding terms that may flag the page as adult content.
Structured Data Markup: Use structured data markup, such as schema.org, to provide search engines with more context about your products. This can help them better understand the nature of your content and distinguish it from explicit adult material.
Regular Monitoring: Monitor your website and product pages regularly to ensure compliance with adult content guidelines. If you find any content that could potentially trigger adult filters, take immediate action to revise or remove it.
Engage in Community Building: Establish a community around your brand and products to overcome advertising restrictions. Create spaces where customers can share their experiences and engage with your brand in meaningful ways, fostering brand loyalty and word-of-mouth marketing.
A Call to Action
The journey to equitable advertising for sexual health and wellness products is paved with challenges stemming from outdated regulations and societal stigma. Yet, through persistent advocacy, collaboration with industry stakeholders, and innovative marketing strategies, progress is within reach.
By championing fair policies, fostering dialogue with digital platforms, and prioritising public health education, we can dismantle barriers to access and promote a more inclusive approach to sexual wellness advertising.
Whilst the road ahead may be daunting, our collective efforts to destigmatise the industry and empower consumers with accurate information will pave the way for a healthier and more informed society.
Together, let's continue to push for change and ensure that sexual wellness brands and their products receive the recognition and visibility they deserve, ultimately contributing to the well-being and empowerment of individuals worldwide.
