Social media giant Facebook has blocked advertising by WA’s anti-obesity campaign, claiming its “grabbable gut” messages could be offensive.

LiveLighter, which has been using images for more than five years of a man gripping rolls of abdominal fat, has been told its advertisements have been rejected because they could offend people sensitive about their appearance.

“Your advert wasn’t approved because we don’t allow adverts that reference body images in a way that may make some viewers upset,” Facebook said.

“Adverts that refer to someone’s health or appearance are sensitive in nature.”

WA Heart Foundation chief executive Maurice Swanson said it was hypocritical of Facebook to oppose messages about the risks associated with being overweight while allowing marketing of junk food.

Camera Icon Grabbable gut in LiveLighter’s ad campaign. Credit: Supplied

“We are greatly concerned that Facebook has blocked the LiveLighter advertisements designed to address the epidemic of overweight and obesity,” Mr Swanson said. “The same advertisements have been used extensively in other media.

“In contrast, Facebook is more than happy to sponsor advertisements from junk-food giants directly contributing to the obesity epidemic we are seeking to reduce.”

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It is not the first time the advertisements have come under fire.

Soon after they were launched in 2012, an online petition was set up by a Sydney clinic specialising in eating disorders claiming they were shaming people about their bodies.

But Mr Swanson said the LiveLighter campaign had been independently evaluated to ensure it was effective and that the images did not lead to the shaming of people who were overweight.

Facebook Australia said yesterday it could not comment specifically on the LiveLighter advertisements but it did provide a copy of its advertising policies.

Its personal attributes policy prohibits advertisements that assert or imply personal attributes including medical or physical health conditions.