Facebook has been slammed for blocking a sponsored post advertising a traditional Mardi Gras cake competition, claiming it featured 'excessive nudity'.
But the 'nudity' in question was regarding tiny plastic babies, which are traditionally found inside the very King Cakes that the post was advertising.
Now Innovative Advertising, the New Orleans-based marketing firm that is running the competition, is fighting back.
Innovative Advertising runs the website King Cake Snob, which allows users to vote for their favorite King Cakes in the area.
The firm attempted to promote one of its posts about the competition by paying for a sponsored Facebook ad to increase visibility.
'We're back baby! King Cake season is here, and it's time to go vote for your favorite King Cake at KingCakeSnob.com!' read the post, which featured eight tiny plastic babies next to the phrase 'We're back baby!'
But Facebook quickly flagged the ad, saying it couldn't run because 'it includes an image or video depicting excessive skin or nudity, which includes medical diagrams depicting external organs of reproduction, breasts or butt'.
'Remove any images or video that contains nudity and, instead, use content that focuses more clearly on your product and service.'
But the plastic babies are an essential part of King Cakes, a traditional treat that is eaten between January 6 - known as King's Day - and Fat Tuesday.
The cake is made with a rich brioche dough that is often flavored with cinnamon or stuffed with everything from chocolate to cream chase.
It is shaped into a ring and decorated with purple, green, and gold sprinkles and glaze.
And, hidden inside, is a plastic baby meant to symbolize Baby Jesus. The token is considered good luck, and whoever gets it has to buy the King Cake next year.
Jay Connaughton, managing partner of Innovative Advertising, said the company was shocked that Facebook would censor 'one of the quintessential traditions of the Mardi Gras culture'.
'Obviously the folks at Facebook have never tasted the sweet deliciousness of a traditional or filled king cake,' he said in a statement.
'If they had, they would understand the deep passion that runs in Louisiana for king cakes of all varieties, and the little babies that live inside them.'
'The king cake babies depicted in the King Cake Snob image are naked, but not graphic in nature. On the contrary, the babies are a representation of the tradition, decadence and obsession our culture has for king cakes and Mardi Gras.'
But King Cake Snob wanted to have a little fun with the controversy and pixelated the babies for its next post advertising the competition.
'Carnival calamity! We posted an ad featuring plastic king cake babies, and Facebook denied it for "excessive nudity." Clearly, they need more Louisianans working for the social media giant!' the caption read.
'The word is spreading! We will not stand for censorship of our beloved King Cake babies!' another post read.
Innovative Advertising even asked for a manual review of the original ad, including a message that clarified the use of the plastic babies. But still, they were denied.
'There must have been some bot scanning for nudity, but I mean come on Facebook, they need more of a human touch here,' spokesman Andrew Alexander told The New Orleans Advocate.
'It's mind-boggling. We thought it was a joke at first.'
Facebook has yet to comment on the carnival controversy.