Originally written by the Sciart team for EAN-Online and first published there.
Sex, masturbation, and self-pleasure are natural aspects of human life, yet societal norms and restrictive advertising guidelines often render open discussions about sexual health, orientation, and pleasure taboo or risky. This environment can lead to censorship, fines, or reprimands for those who address these topics openly.
This challenge is particularly pronounced for sexual wellness brands committed to more than just selling products. These brands aim to educate, support, reassure and normalise essential conversations about sexual wellness. Given these widespread obstacles, there is a significant opportunity for brands to unite. By collaborating, they can amplify their collective impact and foster a more open and inclusive dialogue.
The Challenges in a Restricted Space
Sexual wellness brands face unique challenges in an environment with stringent advertising restrictions. Major platforms like Facebook, Google, and Bing often impose strict content guidelines, which can hinder brands from reaching their audiences effectively. This results in fragmented messaging that can dilute the impact of their educational and supportive efforts.
For instance, the shift from blue to red liquid in menstrual product ads represents evolving product representation. Traditionally, blue liquid was used to avoid discomfort, but research showed that 74% of people preferred more honest depictions. This transition marked a significant step toward normalising natural bodily functions and illustrates how even subtle changes can have a substantial impact. Similar efforts are needed in the sexual wellness industry.
Facebook’s inconsistent handling of sexual wellness campaigns further underscores these challenges. For example, Modibodi’s “New Way to Period” campaign faced initial censorship before being allowed to run after public outcry. This situation reflects the broader struggle for sexual wellness brands to overcome obstacles and advocate for more inclusive portrayals.
Building Supportive and Safe Communities
Creating supportive communities around sexual wellness is both a necessity and a strategic advantage. In an environment where advertising restrictions and societal taboos create barriers, fostering safe and inclusive spaces is essential. Brands can enhance engagement and support within their communities through the following approaches:
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Moderated Forums and Safe Spaces: Developing online forums or social media groups where users can discuss topics openly and safely, with moderation to ensure respectful and constructive conversations, is crucial. Examples include:
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Reddit’s r/sex: A well-moderated subreddit with over 2.6 million members, providing a space for open and respectful discussions about sexual wellness.
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OMGYes Community: Focused on research-backed content and respectful dialogue, this platform offers a space for users to discuss sexual pleasure and wellness, fostering a supportive user base.
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Inclusive Language and Representation: Using inclusive language and imagery is key to creating supportive communities. Brands which have successfully approached this:
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Dame: A menstrual product brand that leads in inclusive representation, featuring diverse body types, ethnicities, and gender identities in their campaigns. Dame challenges traditional stereotypes and normalises menstruation for everyone, regardless of gender.
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Cake: A sexual wellness brand that promotes inclusivity through its language and imagery. Cake addresses a wide spectrum of sexual orientations and identities, ensuring that their messaging resonates with a diverse audience and contributes to a more open conversation about sexual health.
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Educational Content: Providing valuable educational content, such as articles, videos, and webinars, empowers consumers and builds trust.
Collaborative Efforts for Greater Impact
Collaboration Over Competition
Whilst competition is a natural part of the market, collaboration among sexual wellness brands can lead to substantial benefits. By working together, brands can tackle common challenges and advocate for more inclusive policies.
Sharing Best Practices
We can break barriers by exchanging successful strategies and tactics. For example:
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Joint Advocacy: By collaborating on campaigns to influence major platforms we can advocate for fairer advertising guidelines.
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Industry Workshops: Organising and participating in workshops to share effective methods for navigating restrictions and creating impactful educational content.
Embracing Collaboration
Viewing collaboration as a complementary strategy can help brands shift societal norms, expand their reach, and foster a more supportive environment. By pooling resources and insights, brands can strengthen their collective voice and drive meaningful industry change.
Breaking Barriers: Our Campaign for Fair Advertising
At Sciart Marketing, we’re leading the charge in challenging outdated norms and advocating for fair advertising practices in the sexual wellness industry. Our campaign to destigmatise these products and promote equitable advertising has garnered significant media attention, highlighting the urgent need for change and pressuring tech giants to adopt more inclusive standards.
The community's response has been overwhelmingly positive, leading to increased engagement and support. We invite you to join our movement by signing our petition here. Your support is crucial as we strive for ethical and equitable advertising standards.
The Power of Collective Advocacy
Sexual wellness is a right, not a privilege. By uniting to advocate for more inclusive and honest representation, brands can help de-stigmatise sexual wellness and create a more accepting and informed society. The collective voice of the industry can drive significant change, benefiting individual brands and advancing the industry as a whole.
Breaking down taboos around sexual wellness is an ongoing effort. By fostering supportive communities and embracing collaborative strategies, sexual wellness brands can overcome restrictions and stigma, creating spaces where consumers feel empowered and respected. In this shared mission, collaboration and collective advocacy can transform challenges into opportunities, leading to a more open and inclusive dialogue about sexual wellness.
