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Aley turned her dog into a social media star bringing in up to $10,000 a month – then her business suddenly vanished
Aley Hammer says repeated restrictions on her Instagram account have severely disrupted the business she built around her dog Luna’s popularity. The case highlights how platform moderation can affect small businesses that rely on social media to reach customers and handle enquiries.
Luna’s account gained 55,000 followers and 29 million views, leading to brand work including a Ferrari campaign and a national deal with Pet Circle. Hammer says the business brought in up to $10,000 a month through client coaching and guides, but restrictions limited messages, removed profile links and reduced post reach. She says Meta has not clearly explained the restrictions despite more than 105 emails, a paid Meta Verified subscription and a legal complaint; Meta’s response is not included in the article.
In short
- Instagram restrictions disrupted Hammer’s dog-based business.
- Luna’s account had 55,000 followers and 29 million views.
- Hammer says she wants a clear explanation and lasting review.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Platforms should explain restrictions clearly and provide effective ways to appeal, especially when small businesses depend on their services for income. If an account is limited without a clear reason or consistent process, creators can lose customers and revenue without being able to correct any problem, as Hammer says happened to her.
The case against
Platforms need discretion to restrict accounts when their systems detect possible rule breaches, spam or other risks, and they may not be able to disclose every detail of moderation decisions. A creator’s reliance on one platform also leaves the business exposed to changing rules and distribution; account limits may be justified if they protect users or the integrity of the service.
Explained simply
Social media platforms let creators build audiences and earn money through sponsorships, advice and products. Aley Hammer built a business around videos of her dog Luna, whose account attracted a large following and brand partnerships.
Instagram is owned by Meta, which sets and enforces rules for accounts and content. Restrictions can affect how easily a business reaches followers, receives messages and directs people to its services.
For small businesses that depend on social media, changes to an account can affect both visibility and income. The case raises questions about how platforms explain moderation decisions and what options businesses have when those decisions disrupt their work.