XX-XY Athletics, an athletic-wear company founded by a former Levi Strauss & Co executive and backed by former NCAA swimmer Riley Gaines, was permanently suspended from TikTok after its latest ad on the platform.
Founder Jennifer Sey announced her company was banned from TikTok in an X post, saying: "When you run an ad standing up for women and girls’ sports, you get banned for life from TikTok."
Sey shared the advertisement in question along with her post.
“If you think girls’ and women’s equality matter, stand up,” says a voiceover as the video depicts a series of female athletes. “If you think girls’ and women’s sports matter, and you want your daughters to have the same opportunity you had, stand up."
"If you know that it isn’t fair — or safe — to allow males to compete in girls sports because it’s, well, obvious — stand up," the narrator adds. And here's the notification lest I be accused of lying by my "fans." pic.twitter.com/lUJ6cjuDYQ
— Jennifer Sey (@JenniferSey) June 18, 2024
“Don’t be cowed by people who call you a bigot. You’re not a bigot,” the ad continues. “Don’t let men tell us how to be ‘good’ girls. Don’t let others tell you you just need to be quiet, sit down, be nice. It’s not nice to further a lie. It’s not mean to believe in women’s equality. We deserve our own sports, privacy, fairness, safety. We deserve a chance to compete, and win. So don’t be nice. Don’t be careful. Be honest, be brave, fight for women. We’ve come too far to give up now. And if you agree with that, stand up and stand with us.”
The XX-XY Athletics founder also shared her notice from TikTok, which noted the company's account will remain active, though the ad in question will not be allowed on the platform.
“Our review indicates that your advertising content may violate TikTok’s advertising policies by featuring offensive content,” reads TikTok's message to the company, adding a request for appeal may be submitted within 180 days.
“Speak up. Stand up. Vote with your dollars. Don’t buy brands that don’t know what a woman is. Truth is counting on you,” Sey wrote in another post, echoing the advertisement's sentiment. Speak up. Stand up.
Vote with your dollars.
Don't buy brands that don't know what a woman is.
Truth is counting on you. https://t.co/7D1TQrPSXH
— Jennifer Sey (@JenniferSey) June 19, 2024
"TikTok removed this ad from their platform for violating community guidelines. Shocker," Gaines wrote in an X post. "Would be a shame if everyone shared this clip and bought from XX-XY Athletics." TikTok removed this ad from their platform for violating community guidelines. Shocker.
Should would be a shame if everyone shared this clip and bought from @xx_xyathletics pic.twitter.com/UVq3XaDsFN
— Riley Gaines (@Riley_Gaines_) June 19, 2024
XX-XY Athletics launched this past March with their stated mission to "protect women's sports and spaces."
“Throughout my life I’ve risked my reputation, job and social standing to stand up for children, women and free speech. XX-XY Athletics is the culmination of everything I’ve ever done in my life,” Sey said in a statement announcing the company's launch. “World class brands inform the culture. Right now, there are no brands that give consumers the opportunity to weigh in on this subject. We are fully committed to our mission of speaking truth and standing up for women’s sports."
