The women taking Meta to task after their baby loss
49 minutes ago Share Save Hayley Compton East Midlands investigations Share Save
Sammi Claxon Sammi Claxon has had five miscarriages
What does my baby look like at six weeks? When's my due date? When should I book my first midwife appointment? These are just some questions women type into search engines when they find out they're pregnant. For Sammi Claxon, it was no different. Soon after she started searching for answers, algorithms picked up that she was pregnant, and began targeting her with adverts. But when she lost her baby due to a miscarriage, the adverts didn't stop.
After her first miscarriage in 2021, Sammi had four more over the next three years. "As soon as you get that positive test, you feel like a mother," Sammi says. "You have this future plan in your head and when that's stripped away from you, it's awful." Feelings of shame and embarrassment left Sammi feeling isolated. She turned to social media for support, and remembers seeing her feed littered with baby-related adverts, which for her were devastating. Sammi, from Blidworth in Nottinghamshire, ended up taking herself off social media, she says to preserve her mental health.
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