Facebook apologizes for banning ad featuring plus-size model

London - Facebook has issued an apology after previously refusing to publish an advert which featured plus-size model Tess Holliday in a bikini.

Australian feminist group Cherchez la Femme, a monthly feminist talkshow gathering, previously shared its shock when Facebook refused to boosted an ad for its upcoming event focusing on body positivity. At the time the group contacted Facebook, only to be told that the ad was not approved because the image contravened their "health and fitness policy" and did not fit its ad guidelines.

"The image depicts a body or body parts in a undesirable manner. Ads may not depict a state of health or body weight as being perfect or extremely undesirable," Facebook wrote to the group. "Ads like these are not allowed since they make viewers feel bad about themselves. Instead, we recommend using an image of a relevant activity, such as running or riding a bike."

Cherchez la Femme responded by posting a photo of a woman riding a bike from the Stocky Bodies library. Since then Facebook has stepped forward and issues a statement apologising for its original reply, noting that the photo of Holliday is in accord with its guidelines.

"Our team processes millions of advertising images each week, and in some instances we incorrectly prohibit ads," said the company in a statement. "This image does not violate our ad policies. We apologize for the error and have let the advertiser know we are approving their ad."

This is not the first time the social media platform has come under fire for its policies - earlier this year Facebook was called out for claiming a photograph of topless Aboriginal women in ceremonial paint protesting was against its "community standards", while it regular allows celebrities such as Kim Kardashian to pose just in body paint.

Photo: Tess Holliday in a bikini, Cherchez La Femme: Feminism and Fat, Facebook