Jennifer Sey, a social media influencer and founder of XX-XY Athletics, has faced challenges in advertising her brand due to its stance on various social issues. The company promotes the protection of girls’ sports from sexualization and discrimination, which led TikTok to suspend their advertising privileges as it featured “offensive content.” Later, Comcast refused to run one of their TV ads without a FCC-required sponsorship ID disclosure.
Despite these obstacles, the brand’s visibility and sales have increased, with people supporting their cause for protecting women’s sports. However, some public figures on social media who are critical of certain issues or ideologies might not appear in XX-XY’s targeted advertising tools due to engagement metrics determined by Meta’s machine learning process.