The company states in the ad that ABC, citing the Academy's guidelines, would not accept it because it's "too graphic with partial nudity and product demonstration."
"It’s just a new mum, home with her baby and her new body for the first time," Frida Mom says. "Yet it was rejected. And we wonder why new mums feel unprepared."
Not only unprepared but unwell – a 2017 study showed that unrealistic photos of celebrities bouncing back after having babies has a significant impact on their mental health.
Plenty of others have also shared their disappointment with the move, including Actor Busy Phillips who said the vision “accurately represents something millions of women know intimately."
"I DO believe so strongly that the more we can NORMALISE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be," she said in an Instagram post.
She also noted that in comparison, we hardly flinch at the plethora of erectile dysfunction ads we're subject to.
"I'm so fucking sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media."