Having a baby shouldn't mean a person can't decide for themselves what they want or not
That isn’t really what people are saying and it also disregards how adverts work.
Several years ago, when we had a spate of very thin celebrities (like Victoria beckham, Mary Kate Olsen and the like) most women didn’t look like them, but what they did do was to shift the goalposts for the rest of us. So for example, many people thought VB was too thin, but if a woman who weighs six stone is wandering around embodying ‘beauty’ and ‘glamour’ and ‘style’ it puts subliminal pressure on others: compared to that, someone who is in fact a normal, healthy size feels overweight.
The objection to this advert is similar. Even if you aren’t thinking ‘ooh, must start to masturbate after birth’ it seems to present sex and sexual feelings in the immediate aftermath of post partum as normal, desirable and it’s strongly hinted at in the advert - something that most women feel. It isn’t. Here is the NHS link re sex after birth but this is most pertinent:
You'll probably feel sore as well as tired after your baby is born, so don't rush into it.
I follow Emma’s Diary on social media. I was confronted with Molly Mae at the gym the other day. There again is that pressure - look, she’s doing it, why aren’t you? This is similar but it is worse, so much worse. I wouldn’t go on like this if I didn’t feel strongly but I think MN are doing an awful thing here.