It's fair to say body-positive messages have been having a bit of a heyday on social media lately.
There's women of all shapes and size rocking the crop top, swimsuit campaigns that encourage gals to embrace their cellulite, and blogs that show what a real post-birth body looks like.
But Instagram looks like it's trying to stem the tide by blocking the use of the hashtag #curvy. User who try to search for the term just meet a blank page saying: "Sorry, this page isn't available".
An Instagram spokesperson said the ban had nothing to do with the word "curvy" itself, but that the company makes certain hashtags unsearchable when 'graphic results' are frequently generated.
In this case, many porn companies were uploading unsuitable images with that hashtag, CNN reported.
However, many users have protested the so-called regressive decision, pointing out that other less body-positive terms such as #skinny, #fat and #thinspiration are still searchable, as well as more NSFW words and phrases.
"They are showing that as a company their philosophy is emotionally and intellectually unhealthy and psychologically damaging towards women," said artist Sam Roddick, who has been block from Instagram for uploading photos of work which resembled genitalia.
"My issue is not with what Instagram are allowing, my issues is what they are not allowing. It is so important that platforms like Instagram get behind positive self and sexual expression - body hair, gender representation, body shapes and all the realities of being human," Roddick told Huffington Post.
This suppression apparently backtracks on the body-acceptance movement that's been gaining traction on Instagram for some time now, such as Tess Munster's #effyourbeautystandards campaign.
But users have found a way around the ban, and are uploading images with the new hashtag #curvee.
It's not the first time Instagram has been accused of being draconian in its censoring.
The site refuses to allow images of female nipples (however male nipples are fine), and it continues to remove photographs that breach this rule - even if you're Miley Cyrus.
Instagram also came under fire for taking down a picture of a menstruating, but fully clothed, woman, though it did restore the image after backlash.
It's not the first time Instagram has been accused of being draconian in its censoring.
The site refuses to allow images of female nipples (however male nipples are fine), and it continues to remove photographs that breach this rule.
Instagram also came under fire for taking down a picture of a menstruating, but fully clothed, woman, though it did restore the image after backlash.
The site is, however, making moves towards updating their guidelines, recently allowing breastfeeding and post-mastectomy images to be shared.