ABC refused to air a Frida Mom commercial during the Oscars broadcast. Frida Mom sells products that help women with postpartum recovery.
The commercial shows a woman struggling to go to the bathroom after she wakes up in the middle of the night because her baby is crying. The commercial ends with the super, "Postpartum recovery doesn't have to be this hard."
According to media reports, ABC rejected the ad, citing guides from the Oscars, which prohibit ads for, "politics, religious or faith-based messages, guns, ammunition, feminine hygiene products, adult diapers, condoms, or hemorrhoid remedies."
In a statement posted to Instagram, Frida Mom said, "It's just a new mom, home with her baby and her new body for the first time."