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‘Incel’ accounts using self-improvement language to avoid TikTok bans – study

Misogynist ideas being normalised as accounts rebrand, with focus on ‘Sub5s’ and ‘looksmaxxing’, say researchers

Advocates of “incel” ideology are rebranding as “Sub5s” and adopting the language of self-improvement to push their content on TikTok, according to a study.

Hateful material is banned from the social media site but accounts disseminating the beliefs are said to be hiding behind new terms and “socially palatable” language.

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