Connect with us

Entrepreneur

Sex and the censorship: Raven Faber talks about the difficulties of online advertising

“If you start talking about female pleasure then everyone starts clutching their pearls. We can’t say vagina or run any adverts that support vulva pleasure.”

Published

on

Raven Faber censorship online social media Engerotics

FemTech World speaks to Raven Faber founder of EngErotics about online censorship, sex tech standards and what needs to change

The slogan for this years’ International Women’s Day was #BreaktheBias. However, it remains difficult for femtech or sex tech companies to even attempt this on the very social media platforms promoting the hashtag.

Over 40 companies have signed a petition aimed at highlighting, and ending, the discrimination faced by female-founded companies online. The companies say their posts and accounts have been blocked, shadow banned and paid advertising banned due to explicit content – including posts on endometriosis, sex tech, vagina health and other female-centric content.

Raven Faber founded EngErotics with the aim of moving into well-designed, accessible sex tech. She also began to include CBD in her business through different self-care products that enhance the experience for users. However, with the increase in online censorship, we ask if being in the cannabis industry and the sex tech industry has been difficult.

She said: “When I started EngErotics, I didn’t realise we were going to enter into cannabis as it was strictly sex tech because that’s what I knew. I didn’t know anything about CBD because I had been working in the corporate world where there were zero-tolerance policies.”

When a client reached out to Raven, she began researching what CBD was and also how it could be combined with sex tech to improve a user’s experience. Through research, she noticed that there was a huge issue with consistent quality and standards in the cannabis industry which was similar to the sex device market.

Raven said: “I discovered, similar to what we see in the intimate device work of sex toys that there were no design standards. There were no formulation standards as it was very much the wild west with no checks or accountability for quality, safety or efficacy. This was another place for engineering and tech to shine to help bring good practise and accountability into the industry.”

Online censorship

In the past few months, campaigns have been launched around the censorship experienced by sex tech or femtech companies online. This includes adverts being removed, social media posts taken down, accounts blocked and banned. Femtech companies are arguing that this has a huge effect on the industry – especially for women- as bans have included products specially designed for women. However, adverts for male products do not struggle with the same level of bans.

Raven Faber Censorship online internet engerotics

In a survey, the Centre for Intimacy Justice found that 60 per cent of femtech companies had had an advert removed by Facebook/Meta. Half of the companies who participated had had their accounts removed by Facebook while 100 per cent had had an advert rejected by Instagram.

Raven remembers how difficult advertising was when she started. After hearing reports of how difficult it was to advertise, she decided to use a grassroots approach with Facebook in comparison to a multi-platform advertising strategy or paid advertising.

She said: “I didn’t really bother with paid advertising as I was hearing from other people that they were having a rough time with it. People were having their social accounts shut down so I did the best that I could. We didn’t have an Instagram or Twitter for a long time but we had a Facebook page where people could find us.”

While Meta platforms cannot stop every account that features sex or fem tech, bots look for certain words to flag from obvious choices such as cannabis or sex to the more unusual word, men. It has led to influencers changing the way they spell certain words to avoid triggering a bot response. This is why accounts use words such as s3x, oud or m3n instead of the actual spelling.

Raven said: “In the beginning, it was just me making things up and hoping it would work. I didn’t censor myself so I would spell sex correctly or not abbreviate the word orgasm. We had to be very careful not to post anything explicit or show pictures of the toys or nudity. Maybe it would be a pretty picture of a black woman with a suggestive copy.”

She added: “How could we put this out there in a way that is going to look benign enough where we do not get shut down because so far our account hasn’t been closed. A lot of our growth has been organic, I never bothered with throwing money into paid advertising because a lot of people were getting shut down anyway.”

Social media censorship

Often with smaller, independent or start-up companies, social media can provide a valuable link between customers and businesses. It’s essential in a world where PR campaigns can be too costly for emerging entrepreneurs or start-ups.

Raven explained: “Social media platforms are necessary evils. It’s where people go looking for you now. I’m not against social media but I hate being told what I can and can’t say when it comes to sexual education because it’s important. However, when you deal with industries that are considered to be vice then this is what you run into.”

Vice industries is the term increasingly used to describe the sex toy, adult pleasure, sex tech and cannabis worlds. In many ways, it can feel like a community where the two have almost identical problems such as bans and banking. They can overlap in many ways when it comes to censorship.

Raven said: “It took us over a year to find a merchant processor. There are a lot of people who struggle to find banking in the intimacy device and cannabis industries. I lucked out because when I opened my business, I named it, registered it and got my tax ID before I started making a product. No one told me to do that but it made sense to do it that way. I saved myself a lot of pain by getting in good with a bank first.”

She added: “If you are looking to hire contractors then there may be certain ones that won’t work with you because of the industry you are in. If it’s not the sex tech then it’s the CBD. There have been a handful of people who don’t feel comfortable providing the service because you sell vibrators because of the stigma. It’s all about the perception of what is seen to be shameful or vice. They worry that it will rub off on them and tarnish their reputation.”

The perception of the vice industry and the stigma has also had a huge effect on brands during the pandemic. Vice brands in the cannabis and fem/sex tech worlds were denied a loan during Covid to help with staffing costs or keep businesses alive.

“In 2020, the government gave out loans to businesses that qualified during Covid but businesses they defined as lewd didn’t qualify for assistance.  This could include owners of strip clubs trying to pay their bartenders or adult pleasure stores that couldn’t get help. Getting a loan can be really difficult,” Raven said.

“The activity I saw on social media during this time from business owners was that those offering intimacy devices were running into brick walls because the definition of what was defined as a ‘lewd’ business was too broad and subjective. It affected everyone from those who had brick and mortar stores to e-commerce or potentially even sex therapists too. A lot of people didn’t qualify and they were hurting.”

“The funny this was, that a lot of politicians or government workers were enjoying the products they were stigmatising. A lot of my peers in this industry had people on a payroll that they couldn’t afford to pay because they didn’t qualify for this loan.”

The sex tech industry has taken massive steps into the wellness industry in recent years. The backstreet stores and dodgy websites have been replaced by glossy marketing campaigns, well-packaged items with self-care instructions or free chocolates. The vibe in modern times seems to be more focused on masturbation as a part of your wellness and self-care routine making sex tech less scary or inaccessible to all.

Industry progression

But while the industry goes forward, the advertising channels and options seem to be going backwards.

Raven said: “It’s really backwards in that you can’t advertise now. There are some companies that get away with it but a lot of the smaller ones cannot. It’s really unhelpful because you know exactly what a good campaign can do. You pump money into your ad spend with a campaign to increase your reach substantially but it’s hard. It’s difficult to get organic growth and traction.”

She added: “It’s sex educators too who are having their accounts closed down. It’s good educational stuff to do with sex which is so badly needed. It’s heavily biased in that if we are talking about men then you can run ads for erectile dysfunction medication or erectile devices. But if you start talking about female pleasure then everyone starts clutching their pearls. We can’t say vagina or run any adverts that support vulva pleasure.”

When it comes to moving forward, Raven is focusing on the journey rather than the number of followers. She believes the smaller numbers of genuine fans or customers are better than the larger audience.

Raven said: “It takes a lot of tenancy to go after that organic growth. Do we have 40,000 followers on our Instagram? No, but we will get there after a while. What I have noticed with those who follow us is that they are really into what we do. If we have 1000 followers then 60 per cent of those are actual customers in comparison to those accounts with thousands of followers where no one buys a thing.

Make no mistake, social is important. Due to the obstacles and the red tape, I’ve been focusing more on the journey, and the quality rather than the quantity.”

Read more: Sword Health launches bloom: a new pelvic pain product

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News

UK femtech investment surges 194% in a decade, research finds

Published

on

UK femtech investment has risen by more than 194 per cent over the past decade, with deal activity and funding both increasing, new research has found.

The number of deals increased from 18 in 2015 to 53 in 2025, while total funding rose from £9.4m to more than £100m over the same period.

Despite the growth, deal volume and value remain relatively low compared with other parts of the health and care market. Healthcare recorded 69 deals in 2015 and 171 in 2025.

More companies have raised funding over the past decade, while investment values have also increased. Average deal size more than doubled from £527,000 in 2015 to £1.9m in 2025.

Some of the largest funding rounds last year included SheMed at more than £37m, Gaia at £12m, emm at £6.8m and Hertility at £5.9m, with the majority of investors based in the UK.

The research found femtech remains largely early-stage, with seed investments accounting for most deals.

However, venture capital involvement has increased over the past decade, which the research said showed the market was becoming more mature. The number of VC deals rose by 600 per cent.

Vicky Protano, corporate partner at Mills & Reeve, which conducted the research, said: “Over the last decade, the UK femtech ecosystem has expanded, both in terms of deal activity and funding levels. This positive upward trend demonstrates growing investor confidence in femtech and increasing institutional interest in the sector.

“Whilst companies in femtech have relied heavily on angel investors and angel networks to fund their growth ambitions, dynamics are shifting, with more venture capital and PE investors appearing in funding rounds. However, this is just the beginning and there is still more to do. While the sector has experienced strong growth, more work needs to be done to create the right funding environment that is balanced and evenly spread across the UK.”

The research found most deals had taken place in London. While the capital has strengthened its position as the UK’s main hub for femtech start-ups, regional clusters are gradually emerging elsewhere.

Protano said: “Whilst London clearly remains a dominant location for women’s health businesses and investment – both in terms of deal activity and total funding – there is a gradual move to regional expansion outside of the capital, with the South West, South East and the East of England showing increased investment activity in the femtech sector. What the data also highlights is a growing North/South divide, with areas such as the North East, North West, and Yorkshire & Humber significantly underrepresented in the national figures.

“As a national firm, we are also witnessing that similar divide. More investments are being made into women’s health businesses based in the South – and more businesses are, often as a result, locating themselves there, rather than in the North. This is representative of the investment landscape as a whole. However, growth in the femtech sector is being supported by growing regional innovation hubs, the increasing influence of university spin-outs, as well as improved support for start-ups at a regional level.”

She added: “Looking at the positives, we have advised and are continuing to advise on some significant investments in the sector. This further evidences the growing nature of femtech, with sector specific investors also coming to the market.”

Examples include Northern Gritstone’s investment in IVF technology business IVF Micro and Phoenix Private Equity’s investment in London Gynaecology, a provider of private gynaecology clinics.

Other deals include an EKA Ventures-led investment in tech-enabled postnatal care company Hesta Health and Amulet Capital’s acquisition of TFP Fertility.

September marks 10 years since the term “femtech” was coined by Ida Tin, co-founder and chief executive of Clue, one of the first period-tracking apps for women, and founder of think tank Femtech Assembly.

The global market grew to US$9.12bn in 2025 and is projected to reach US$41.4bn by 2034.

Despite that growth, women’s health is still not treated as a priority and significant gender inequalities remain globally in research, trials, diagnosis and treatment, continuing to disadvantage women.

Tin said: “I want men with money and power to get femtech on their radar. The business opportunity is there. The societal economic argument is there.”

Charlotte Lewis, commercial health lawyer at Mills & Reeve who specialises in healthtech and women’s health, said: “For far too long, ongoing disparities in women’s healthcare across the UK have adversely impacted women’s health outcomes, often resulting in prolonged diagnosis and treatment – some of which are well publicised, including the time it takes to diagnose women’s health issues such as endometriosis and rising maternal mortality rates.

“However, we are seeing the landscape beginning to shift in a more positive direction. Our experience is that this is helped by more open discussion and conversations which highlight the issues.

“The data around the sector is valuable and growing and demonstrates the progress that is being made from an investment point of view, creating a better environment where digital innovation can thrive, with a renewed focus on prevention through market-leading consumer-driven products.

“The UK has a real opportunity to transform women’s healthcare into a model of fairness, accessibility, and excellence, and femtech businesses have a crucial part to play in achieving this transformation. As a firm, Mills & Reeve is passionate and dedicated to continuing to influence and support this transformation.”

Continue Reading

News

Cross-Border Impact Ventures raises US$58m for women and children’s health

Published

on

A women’s and children’s health technology fund has raised US$58m at its first close towards a target size of US$125m.

Managed by Cross-Border Impact Ventures (CBIV), the Children’s Health Technology Fund II will invest in companies developing technologies for conditions that affect women and children specifically, differently or disproportionately.

It will mainly target Series A and Series B companies developing medical devices, diagnostics, therapeutics and AI-enabled digital health technologies, while retaining the option to invest earlier in selected high-potential businesses.

Annie Thériault, managing partner at Cross-Border Impact Ventures, said: “Women’s and children’s health is one of the largest and most attractive opportunities in healthcare today.

“We’re seeing a convergence of scientific innovation, policy support and institutional capital that is accelerating the development of technologies with the potential to improve millions of lives.

“This is a true blue sky opportunity, one where competition remains limited, and the potential to generate outsized returns is significant.

“Fund I validated our investment strategy, and Fund II allows us to build on that momentum at a time when the market is ripe for investment.”

The first close attracted commitments from returning and new institutional investors, and the fund is expected to reach its final close in 2027.

Its predecessor raised US$90.3m and invested in 11 technology companies across maternal and fetal health, neonatal care, cardiovascular disease, oncology, respiratory health, reproductive health and gut health.

The first fund also achieved a strategic exit and helped its portfolio companies reach more than 356,000 women and children across 32 countries.

The second fund will continue to focus on early-growth-stage deep technology companies commercialising healthcare technologies that could generate financial returns alongside measurable health outcomes.

A climate element has also been added to the investment process, while the approach to measuring impact has been strengthened.

The healthcare sectors covered by the investment strategy are estimated to be worth US$625bn today and are projected to grow to US$1.1tn by 2035.

The forecast is linked to advances in AI, diagnostics, medical devices and precision medicine, alongside increased attention on longstanding gaps in healthcare for women and children.

CBIV said its second Women’s and Children’s Health Technology Fund builds on the strategy used for its first vehicle.

Since launching in 2021, CBIV has built an investment platform focused on women’s and children’s health technologies.

The firm has reviewed more than 2,000 investment opportunities since launching its first fund, selecting 11 companies with technologies intended to deliver commercial returns and measurable health impact.

Alongside providing capital, CBIV works with portfolio companies on commercialisation, regulatory and market expansion strategies, access to non-dilutive funding and governance through board participation.

It also works to expand healthcare access in underserved markets through its impact platform.

CBIV said this approach has helped portfolio companies secure FDA clearances, complete strategic exits, expand into more than 30 countries, attract further investment and grow across high-income and low- and middle-income markets.

Portfolio companies include Sonio, which develops AI-powered fetal ultrasound software and was acquired by Samsung Medison in 2024.

The integration of Sonio’s technology into Samsung ultrasound systems is under way, with the aim of expanding access globally.

Cardiosense received US FDA De Novo approval for its PCWP Analysis Software, which enables non-invasive assessment of a key indicator used in heart failure. The company says this includes forms of the disease affecting 1.5m women in North America.

mOm Incubators received US FDA clearance for its neonatal incubator and has deployed devices in hospitals and humanitarian settings across several regions. The company estimates the technology has reached 18,000 patients.

Daye has launched a patented diagnostic tampon for HPV and vaginal health screening. The technology has been piloted in the NHS and is expanding into North America and sub-Saharan Africa.

More than 13,000 patients have used the technology, with peer-reviewed clinical validation carried out across the UK, Tanzania and Nigeria.

Investors committing to the second fund include KfW on behalf of the German Federal Ministry for Economic Cooperation and Development, the Skoll Foundation with Capricorn Investment Group, Ceniarth, Equality Fund with RockCreek Group and Wire Group.

Several family offices and high-net-worth individuals have also invested, with some returning investors increasing their commitments.

CBIV said its investment and impact approach received BlueMark Platinum status in 2024, complies with SFDR Article 9 and has received multiple ImpactAssets Emerging Impact Manager designations.

Donna Parr, managing partner at Cross-Border Impact Ventures, said: “Fund I reinforced what we’ve believed from the beginning: some of the most compelling investment opportunities in healthcare exist in areas that have historically received too little attention.

“Advances in AI, diagnostics, medical devices and precision medicine are creating entirely new opportunities to improve care for women and children while building highly valuable companies. We’re seeing growing recognition from investors that financial returns and measurable health impact are mutually reinforcing.”

Continue Reading

Diagnosis

TidalSense raises £14m to expand five-minute COPD test across NHS

Published

on

Cambridge health tech company TidalSense has secured £14.2m in funding led by Cross-Border Impact Ventures to expand its AI-powered lung disease test across the NHS and into Europe and the US.

The investment, which also includes returning backers BGF, Airstream Capital and Foresight Group, will fund the rollout of a handheld diagnostic device that can detect chronic obstructive pulmonary disease (COPD) in as little as five minutes.

It will also support the development of software to diagnose asthma using the same platform.

Donna Parr is managing partner at Cross-Border Impact Ventures.

She said: We look for technology that doesn’t just have a compelling story, but a body of clinical evidence behind it.

“TidalSense has both, with a CEO who has lived the problem she’s solving, and a product that’s already live within the NHS healthcare environment, saving time for patients who have waited years for an answer.

“It is also technology that can improve access to appropriate treatment for COPD sufferers on a global basis and especially for women who are often misdiagnosed.

“This is exactly the kind of impact we want to make with our investments.”

COPD, a progressive condition that restricts airflow and makes breathing increasingly difficult, is the third leading cause of death in England, according to the NHS.

It is responsible for about 30,000 deaths each year and costs the health service an estimated £1.9bn annually.

The company believes its technology could transform how respiratory disease is diagnosed by replacing the need for conventional spirometry in many settings.

Patients simply breathe normally into the handheld device for 75 seconds while artificial intelligence analyses the breath in real time.

A diagnosis is then displayed on screen, allowing clinicians to complete the entire process in around five minutes.

TidalSense says the technology allows clinicians to assess as many as six patients an hour, compared with roughly one an hour using spirometry, which has remained the standard diagnostic test for COPD despite changing little since it was first developed in the 19th century.

Spirometry requires patients to perform forceful breathing manoeuvres and typically needs specialist staff to administer.

TidalSense chief executive Ameera Patel said: “Our ambition is really bold and broad, and it is to have a really significant impact at a population level on chronic respiratory diseases like COPD and asthma.

“We want the test to be available to anyone the first time they present with symptoms, so there’s no bias in accessibility based on where you live, your socio-economic status or your ethnicity.”

Founded in 2013 by chief engineering officer Julian Carter, who holds a PhD in microelectronics and has more than 35 years’ experience developing medical devices, TidalSense has spent more than a decade building the technology.

Its AI models have been trained on more than 2.5 million recorded breaths to identify the distinctive patterns associated with COPD.

The device was introduced into the NHS last year and is now being used by public health providers in Suffolk, north-east Essex, Wales, Glasgow and community lung screening clinics across the south of England.

Continue Reading

Trending

Copyright © 2025 Aspect Health Media Ltd. All Rights Reserved.