The women taking tech giant Meta to task after their baby loss

After her first miscarriage in 2021, Sammi had four more over the next three years.

"As soon as you get that positive test, you feel like a mother," Sammi says. "You have this future plan in your head and when that's stripped away from you, it's awful."

Feelings of shame and embarrassment left Sammi feeling isolated.

She turned to social media for support, and remembers seeing her feed littered with baby-related adverts, which for her were devastating.

Sammi, from Blidworth in Nottinghamshire, ended up taking herself off social media, she says to preserve her mental health.

Like Sammi, Tanya O'Carroll was hit with targeted adverts from Facebook when she discovered she was pregnant in 2017.

"I just found it unnerving - this was before I'd even told people in my private life," she told the BBC.

In March, after Tanya filed a lawsuit, Facebook agreed to stop targeting adverts at an individual user using personal data.

Tanya's lawsuit argued Facebook's targeted advertising system was covered by the UK's definition of direct marketing, giving individuals the right to object.