Resisting the Digital Deplatforming of Sex: the Case of the Sex-Positive Collective ‘Primogemito’ in Italy

Abstract Introduction In an era where digital platforms mediate social interactions, their role as gatekeepers of content raises critical questions about transparency, freedom of expression and the visibility of marginalised communities. Since 2022, the Italian-based collective ‘Primogemito’ has faced constant challenges due to platform governance policies that regulate and often censor content related to non-normative sexualities and queer identities. Methods This study employs methodological triangulation, combining non-participant observation of Primogemito’s social media presence, a semi-structured interview with one of its founders, and an online focus group with attendees of the collective’s events. Data were collected between September 2023 and January 2025, analysed using thematic analysis and an iterative coding process to identify patterns of censorship, resistance and community-building practices. Results The findings reveal a systematic pattern of content removal, account banning and shadowbanning on mainstream platforms such as Instagram. The lack of transparency in content moderation policies generates widespread uncertainty and self-censorship. In response, Primogemito employs creative resistance strategies, including ‘algospeak’, media surfing across different platforms and the use of coded language to evade algorithmic detection. Conclusions Despite facing significant obstacles, Primogemito exemplifies how marginalised communities can resist digital censorship through adaptive and innovative practices. The collective’s experience highlights the need for more transparent and accountable platform governance policies. Policy Implications Policymakers should address the disproportionate impact of content moderation on marginalised communities by promoting regulatory frameworks that ensure clearer guidelines, greater accountability and protection of digital spaces for diverse expressions of identity and sexuality.