Authorities in Iran are cracking down on small businesses that sell “un-Islamic” clothing and other products on social media, notably Instagram. Owners of Instagram businesses say they have been contacted by the Islamic Republic’s cyber police, who take control of their pages, replacing images of their products with messages saying the pages have been closed for reasons of “#IslamicHijab” or that, “According to a court order, this page has been shut down”.
While Iran’s notorious “morality police” have kept a low profile since the eruption of the “Woman Life, Freedom” protests in September 2022, the Islamic Republic’s cyber police have stepped in online, imposing their brand of “morality” on small businesses that rely on social media – many of them owned by women.
Iran’s cyber police, known as FATA, are responsible for monitoring illegal online activity such as child pornography, fraud, and drug and weapon sales. But in recent months they appear to have another priority: targeting small businesses on social media. While networks such as Facebook, Instagram, X, Whatsapp and Telegram have been blocked in Iran for years, millions of Iranian users use VPNs to bypass the censorship.
Clothing and lingerie designers, tattoo artists, massage therapists, tour guides, make-up artists … the businesses that are targeted promote what is perceived as a Western lifestyle, often with photos that violate Iran’s practice of Sharia law. Women appear on lingerie and fashion pages without Islamic hijab, their hair and arms visible. Women and men are seen touching each other on pages that promote tattooing or massages.
Their pages are taken over by the cyber police, and the content is replaced by an announcement: “This page has been closed by the Police for the Sphere of the Production and Exchange of information,” the official name of the FATA cyber police. Businesses that have spent years accumulating thousands of followers see their work and livelihood put on hold.
The online businesses’ motivations are usually economic, not political. Their owners cannot live without the income they earn from selling their products on social media, especially Instagram. According to a survey published in 2022, there are more than 415,000 small businesses on Instagram in Iran. The jobs of more than 1 million Iranians are directly and indirectly linked to these small businesses on Instagram.
'I am not going to change my lifestyle out of fear'
Tina [not her real name] is a small business owner in Iran. Her sales are solely dependent on her Instagram page. She designs and produces women's clothes, including underwear, and her page features images that show female models with bare shoulders, arms and midriffs, in violation of Iran's restrictive Islamic hijab rules. While Tina’s Instagram page has not yet been targeted by the police, she is concerned because many of her friends and colleagues with small businesses on Instagram have been ordered to close.
I have been running this page for about a year. My only source of income is my clothing, which I sell on my Instagram page. I also try to sell my stuff on Amazon, but it’s very complicated in Iran because we are under an international embargo.
I have several friends whose pages have been closed by the police. They have received either a text message or a phone call, in some cases even via their Instagram messages, asking them to go to the police. The police ask for their password, change the password, then delete all their content and replace it with a single post saying the page was shut down by the police.
In some cases, my friends were lucky that the police only asked them to delete certain photos and they were able to keep their page. I also have some other friends who have ended up in court and are awaiting trial.
This is so much stress that I don't even want to think about it. My friends always warn me to be careful, but I just refuse to think about it.
I could do business differently, present my products differently. But firstly it would reduce my turnover. And secondly, why should I do that? I am not going to change my lifestyle out of fear of the regime.
Even if they close my page, if they delete my content, I will create a new page.
They can force me to sell my products without photos and videos of models on my page, but I will also make another anonymous page, with models. I will not give up.
What I do is completely normal. It’s the demands of the Islamic Republic that are abnormal.
I also have a personal battle to fight. My family is not very open-minded and they are not happy with what I am doing. They are not religious, but they are conservative. They have changed a lot in recent years, especially after the “Woman Life Freedom” movement, but they still don’t like it when their daughter publishes her photos in revealing clothes that I make to sell.
I don’t want to fight, I’m not an activist, but I will not change my lifestyle, the way I want to live, unless I am forced to. When you live in a country like Iran, you get used to always living in fear and threat, but we have to live our lives. That's the way it is.
In a further attack on the freedom of social media in Iran, Mohammad Mahdi Esmaili, the Iranian minister of culture, announced on January 31 that “all bloggers with more than 5,000 followers must apply for permission to continue working".
