Study Reveals Social Media Suppresses Women’s Health Content More Than Men’s

A recent study of 4,000 UK adults highlights growing concern among young users that social media platforms are disproportionately restricting content related to women’s health.

Young People Use Social Media for Health Information

The survey found that 75% of those aged 18–34 turn to social media for information about male and female health topics. However, many face challenges accessing relevant content. Among 18–24-year-olds, 34% said they find it difficult to source information on women’s health, compared to 21% of those aged 25–34.

Shadow Banning Is a Known Concern

Awareness of “shadow banning” — when content is hidden or restricted without users being notified — is high among young users, with 77% of 18–34-year-olds reporting familiarity with the term. Platforms such as Instagram and Facebook have been criticised for mistakenly flagging medically accurate content about topics like menstruation and sexual health as adult material.

Women’s Health Topics More Likely to Be Restricted

Around 33% of 18–24-year-olds and 22% of 25–34-year-olds believe that women’s health content is more likely to be censored or hidden on social platforms than content about men’s health. Commonly affected topics include periods, menopause, incontinence, and reproductive health.

Campaign Launched to Address Censorship

Health and hygiene brand Essity has partnered with advocacy groups CensHERship and the Period Equity Alliance to campaign against shadow banning. The campaign aims to create a more equitable environment for health education. Kate Prince, spokesperson for Essity, said,

“Medically and anatomically correct language related to health should not be censored.”

Public Opinion on Content Restrictions

The study found that 52% of adults support shadow banning in some instances, particularly for content involving hate speech or explicit material. However, 45% believe there should be no restrictions on posts that use medically accurate terms. Additionally, 77% of respondents agree that words such as “vagina” and “period” should not be limited on social media when used for educational purposes.

Demand for More Women’s Health Content

Interest in women’s health topics is strong. Among users aged 18–24, 29% want to see more social media content about periods. This figure is similar for those aged 25–34 (28%). The same demographic is also the most engaged with health and wellbeing content, with 55% searching for information on subjects like mental health, cancer, menopause, and menstruation.

Influencer and Brand Experiences with Censorship

Nuria Antoja, spokesperson for Bodyform, reported that the brand has faced frequent automated censorship when using anatomically correct language in its ads. Influencer Charlotte Emily (91.6k followers on Instagram) also shared her experience, noting reduced engagement on posts that include terms such as “period” or discuss body image, even when the content is educational.

Users Report First-Hand Censorship

Among 25–34-year-olds who actively post health content, 34% believe their posts have been unfairly restricted. Of these, 20% were sharing content about women’s health, while 27% were discussing general health and wellbeing topics.

The findings suggest that while social media serves as a vital health education tool for young people, it is also a space where women’s health content is at higher risk of censorship. Campaigners are now calling for greater transparency, changes to platform algorithms, and support from government to ensure medically accurate and vital information remains accessible to all.