Whilst celebrities walked the red carpet in their gowns and tuxes, the Academy Awards and ABC were criticised for rejecting a postpartum recovery ad after deeming it "too graphic".
The ad - created by Frida Mom- has since been posted to YouTube and received 1.5m views.
It shows a new mum waking in the middle of the night to her crying baby, who, after calming them, goes to the toilet to change her mesh hospital underwear and sanitary pad for postnatal bleeding.
The video starts: "The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year's award show."
It goes on to name a few of the topics that are also banned from air - "It's not ‘violent, political’ or sexual in nature. Our ad is not ‘religious or lewd’ and does not portray ‘guns or ammunition.’"
The advert claimed to violate the Academy of Motion Picture Arts and Sciences’ guidelines by being “too graphic with partial nudity and product demonstration".
Despite admitting to knowing that "feminine hygiene & haemorrhoid relief’ are also banned subjects" Frida Mom said: "It’s just a new mum, home with her baby and her new body for the first time. Yet it was rejected. And we wonder why new mums feel unprepared."
Among a number of women who voiced their disgust for the Oscars decision was actress Busy Philipps who said: "I legit teared up when I just watched it.
"Partially because this is clearly an ad made by women who have been there and get it and partially because I DO believe so strongly that the more we can NORMALIZE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be. AND YES THAT MEANS ADS TOO.”
Another women said: "This #fridamom ad is exactly why maternity leave is not a vacation".
A third said: "I've never seen an accurate portrayal in the media of what it looks like to be a postpartum new mother. The stomach pouch, the blood, the leaking breasts, the haemorrhoids, the sheer fatigue that penetrates your bones."
Whilst another commented: "All mothers-to-be should have access to this little piece of reality."
As anticipated, Joaquin Phoenix won best actor in a leading role for Joker, and 1917 won best cinematography.
But Parasite took home the country's first ever Oscar for original screenplay, and Brad Pitt finally won his first Oscar for best actor in a supporting role in Once Upon a Time in Hollywood.
