Startups take on big tech: women’s health companies file EU complaints over digital censorship

Six leading startups in the women’s health sector are taking a stand against digital censorship, filing formal complaints with the European Commission over systemic bias and discrimination in content moderation by major online platforms, including Meta, Google, Amazon, and LinkedIn.

Companies taking a stand include:

• At-home fertility kit Bea Fertility, 

• Vaginal health brand Aquafit Intimate, 

• Online sexual and reproductive health and wellbeing platform Geen, 

• Sexual health and wellbeing platform HANX, 

• Breastfeeding support app Lactapp, and

• Gynaecological health platform Daye. 

Campaign calls on investigation by the European Union

Led by advocacy campaign CensHERship and blended-finance investment portfolio The Case For Her, the startups are invoking the Digital Services Act (DSA) to expose how platforms disproportionately restrict, shadowban and remove health-related content aimed at women.

The campaign urges the European Commission to investigate platform policies and hold tech giants accountable for applying content moderation rules fairly and transparently. 

It also calls on digital platforms to implement clear, non-discriminatory advertising guidelines that protect, rather than silence, women’s health conversations and ensure there are accessible and effective appeal mechanisms.

The complaints evidence the damaging impact on the growth of women’s health businesses, female entrepreneurship, and public access to crucial health innovation. 

Clio Wood and Anna O’Sullivan, co-founders of CensHERship said: 

“From menopause education to sexual wellness, businesses working to address critical gaps in women’s healthcare are being unfairly penalised. 

“The evidence we have collected cites multiple cases where medically accurate, expert-led content has been blocked or labeled as “adult content” or “political,” while ads for male erectile dysfunction products continue to be approved without issue.

“We can’t improve women’s health if we can’t talk about our bodies using anatomically-correct language. We urge the platforms to help level the playing field for women’s health content.”

Among the key concerns raised in the complaint:

• Lack of objective application of existing terms and conditions - content is removed, restricted for reasons which appear to be inconsistent with the existing terms and conditions.

• Lack of transparency and a lack of effective mechanisms to challenge decisions – Women’s health brands receive vague and inconsistent explanations for content takedowns, with little opportunity for appeal.

• Biased policies – Meta explicitly allows ads for male erectile dysfunction products but restricts discussions around female libido, menopause, and reproductive health.

• Financial impact on startups – Some businesses report losing significant revenue due to blocked ads and suspensions, making it harder to compete and secure investment.

A systemic issue against womens’ sexual and reproductive health

The complaints follow several expert reports in the last year which underline the seriousness of these issues. 

A 2025 report by Center for Intimacy Justice provides a global picture of Big Tech's suppression of sexual and reproductive health information for women and people of diverse genders. This report analyzed 146 survey responses and 21 qualitative interviews - a total of 159 nonprofit organizations, content creators/sex educators, and businesses - serving users in 180+ countries. 

One of the key findings is that 84 per cent of businesses had ads rejected on Meta (Facebook, instagram), and 64 per cent had product listings removed on Amazon. 

On Google, 66 per cent of respondents had ads rejected. Survey respondents estimate annual revenue losses ranging from $10,000 to $1 million per company on Amazon alone, with Meta's content restrictions causing potentially up to $5 million per entity in losses annually.

In addition, a 2024 report by CensHERship received 95 responses from brands, creators, medical professionals, charities, consumers and health/wellbeing professionals. 95 per cent of respondents reported at least one issue with the censorship of women’s health and /or sexual wellbeing content online. 17 per cent reported up to 10 issues. These issues were reported on instagram, facebook, Tik Tok, YouTube, X, LinkedIn and Google.

Cristina Ljungberg, co-founder of The Case For Her said: 

“When femtech companies face digital suppression and censorship by the big tech platforms, they struggle to reach customers, limiting their ability to advertise and generate revenue. 

As an investor, I recognize how this not only restricts women’s access to essential health products and services but also deters already sparse capital from flowing into the sector—hindering growth and innovation in women’s health.”

Lead image:CensHERship. Photo: uncredited.