A set of breastfeeding photos and a beach video featuring TikToker izlomax went viral after another parent filmed her without consent and posted it publicly. The headline-style framing (“click the photo/link”) helped spread it, but the real focus became the argument it triggered.

According to the post, the two moms and a four-year-old boy crossed paths at the beach several times, and nothing was said in the moment. Later, it became clear the other parent wanted the breastfeeding mom to “cover up,” implying it wasn’t appropriate for her son to see.

What people found especially hypocritical is that the same parent who objected to public breastfeeding had no problem recording it—then sharing the footage on social media. The clip appears to have been reposted (it looks like it may have a Snapchat-style text bar), and it was definitely shared on Facebook, where izlomax reportedly found it.

The Facebook caption claimed, “I’m not shaming women who breastfeed… I’m shaming the woman who [breastfed] in public with no respect to cover themselves up.” That wording—and the fact the mom was filmed while feeding her child—sparked the backlash, turning the story into a debate about public breastfeeding, privacy, and consent.