When celebrity fishmonger Rex Goldsmith laid his row of glistening, freshly-caught fish out on the counter and proudly took a photograph to post online, he hoped customers would be enticed to his shop.
Instead, he fell victim to a trend of Instagram censoring photographs of meat and fish – and labeling them as “disturbing”.
Mr Goldsmith, who owns The Chelsea Fishmonger in London, serves many well-heeled customers including Nigella Lawson and Henry Blofeld.
This week, those who looked on his page were presented with a warning – placed there by Instagram. It read: “This video contains sensitive content that many may find offensive or disturbing.”
This has happened twice so far to Mr Goldsmith, who told The Telegraph: “I think it’s a bit ridiculous really.
“I don’t know whether the post has been reported by vegans or whether Instagram censored it as they thought it would be offensive to vegans.”