An anti-obesity campaign by LiveLighter will not be popping up in your Facebook feed because the social media giant is concerned it could offend people who are sensitive about their appearance.
The 'grabbable gut' campaign features the image of a man holding his abdominal fat, and hasn't been approved because of its potential to upset Facebook users.
But LiveLighter Campaign Director Maria Szybiak says the campaign does not aim to stigmatise people who are overweight or obese.
"To date we've interviewed 7,000 West Australians and we find that our advertisements are effective in educating people about the harmful consequences of being overweight or obese as well as ensuring there's no stigmatisation," she said.
The image has been around since the campaign was first launched in 2012, and has been readily advertised on all platforms except Facebook.
LiveLighter is currently in conversation with Facebook about reconsidering their decision.