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Nathan Pinnock-James: ‘TikTok has really opened the door to really niche, specific topics coming on to your “for you” page.’ Photograph: @networknathan InstagramNathan Pinnock-James: ‘TikTok has really opened the door to really niche, specific topics coming on to your “for you” page.’ Photograph: @networknathan Instagram

When Irene Breen got a notification in January 2025 that Instagram was removing adverts for her company’s pregnancy pillows, she was confused. What was so offensive about a pillow?