Instagram will no longer allow any kind of post that promotes conversion therapy.
The app is expanding its policy, which already banned the promotion of conversion therapy in paid ads, to include organic posts as well.
The move comes after users in the UK called on the company to ban a widely criticized UK-based organization that promotes gay conversion therapy. Instagram told CNN that it had removed some of the group’s posts as part of its new policy.
A company spokesperson confirmed the new rules to Engadget, and said that while the company won’t be banning specific organizations, it will remove posts that break its rules and that repeat offenders could have their accounts disabled.
“We don’t allow attacks against people based on sexual orientation or gender identity and are updating our policies to ban the promotion of conversion therapy services,” an Instagram spokesperson said in a statement. “We are always reviewing our policies and will continue to consult with experts and people with personal experiences to inform our approach.”