Social media giants 'more likely to suppress women's health content over men's'

Wales Online

23-05-2025

Social media giants 'more likely to suppress women's health content over men's'
A study of 4,000 people found nearly three quarters of those aged 18-34 are turning to social media to educate themselves about male and female health, but many struggle to find what they need
Social media platforms are more likely to suppress women's health content.
(Image: PinPep )
A survey of 4,000 individuals revealed that while three quarters of those aged between 18 and 34 use social media for information on both male and female health, many struggle to find what they're looking for. Among users aged 18-24, 34% admit they find it challenging to source information on women's health – a sentiment echoed by 21% of those aged 25-34. It was found that 77% of those aged 18-34 are aware of 'shadow banning' – when a user's content is restricted, decategorised or hidden on a social media platform, limiting reach or engagement.
Platforms such as Instagram and Facebook have been found to incorrectly remove content around women's menstrual and sexual health, classifying it as adult content despite the use of anatomical terms. Three in 10 young adults spend over five hours a day using social media as an essential place to communicate, read and learn more about health topics such as periods, menopause, incontinence and erectile dysfunction. However, 33% of those aged 18-24, and 22% of 25-34 year olds believe content related to women's health can often be restricted or hidden on social media.
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Essity, a hygiene and health firm collaborating with CensHERship campaign for equal treatment of women's health content on social media and the Period Equity Alliance, has launched a campaign to end shadow banning. They aim to ensure that everyone, especially young individuals, has access to the necessary products and education about periods without being held back.
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Kate Prince, spokesperson for Essity, makers of Bodyform and Modibodi, said: "Social media plays a pivotal role as a resource for young people to educate themselves, research and discuss their health and their bodies. But unfortunately for many, unaccountable algorithms that ultimately decide what they do and don't see, mean that young people are being denied access to information that is crucial to understand their bodies and to empower them to seek the help they may need."
According to her: "Medically and anatomically correct language related to health should not be censored." Furthermore, she emphasised: "We want to work with social media companies to put this right, and will be calling on the Government to help us find solutions."
OnePoll conducted a study revealing that while 52% of adults concur that shadow banning is sometimes appropriate on social media, this is mainly when content could incite violence or abuse (74%), contains sexually explicit material (67%), or uses foul and abusive language (55%).
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However, 45% of people believe there should be no restrictions on posts using correct medical or anatomical terminology to describe the human body. 44% believe anyone should have the freedom to publish content related to women's health, such as menstrual health or breast cancer. 41% agree that essential information about men's health, like erectile dysfunction or prostate cancer, should be readily available for viewing.
Nearly eight out of ten adults (77%) believe words like 'vagina' or 'periods' should not be restricted on social media when used in an educational context. Among social media users, 29%t of those aged 18-24 and 28% of those aged 25-34 would like to see more information about periods posted on social media.
77% said words like 'vagina' or 'periods' should not be restricted on social media.
(Image: PinPep )
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However, sharing information about menstrual health comes with its own censorship challenges, as experienced by period product brand Bodyform. Spokesperson Nuria Antoja stated: "Bodyform has been at the forefront of breaking barriers around menstrual health but it has not been without its challenges.
"Our advertising on some of the most popular social media platforms has been frequently held back after triggering automated censorship. Often this is simply because we have used words like period or vagina. If we're serious about breaking taboos and encouraging conversations about women's health that in some instances can save lives, then we've got to have the freedom to have open discussions on social media without censorship."
Research has disclosed that content on health and wellbeing is predominantly explored by those aged 25-34 – with 55% searching for information regarding mental health, sex, cancer, menopause, and menstrual cycles. It's this demographic that's also the most active in disseminating health and wellbeing information online, with 30% sharing such insights.
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Nonetheless, a notable 34% of 25-34 year olds cognisant of shadow bans, be it personal or for work posts believe that their content has been curtained in some form. Of these individuals, one in five had endeavoured to circulate information pertaining to women's health while 27% encompassed general health and wellbeing topics.
Charlotte Emily, a noted influencer with an impressive following of 91.6k on Instagram, is no stranger to such covert suppression. The social media personality remarked: "I've noticed a significant difference in engagement with my content when I discuss topics often considered 'taboo' - specifically women's health, periods, or body image struggles - despite these being important and everyday conversations that shouldn't be seen as controversial.
"A few years ago, content visibility was particularly limited if I used words like 'period' instead of euphemisms like 'time of the month' or 'Aunt Flo'. While things have definitely improved since I first started speaking openly about women's health online, I still find that these posts don't get pushed out as widely as my more light-hearted fashion or lifestyle content."
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Clio Wood, co-founder of CensHERship (corr), which aims to challenge social media censorship of female health and sexual wellbeing content, commented: "Social media is such a powerful and engaging way for people to learn about their health - and the knowledge being shared can help break down taboos and in some cases be lifesaving.
"But our own data shows that too often it's women's health content that is restricted or removed because it is incorrectly classified as 'adult content' simply for referring to a female body part. This is a broken system and women deserve better - they deserve equal, uncensored access to health information about their bodies."