Uncovering the Gender Bias in Social Media Health Content Suppression

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.

Gender Disparity in Health Content Visibility

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.

Advocacy for Equality

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. Calls are made to ensure that everyone, especially young individuals, has access to the necessary products and education about periods without being held back. Kate Prince, spokesperson for Essity, emphasizes the importance of medically and anatomically correct language related to health not being censored, and the need to work with social media companies to rectify this situation.