Misogynist ideas being normalised as accounts rebrand, with focus on ‘Sub5s’ and ‘looksmaxxing’, say researchers

Advocates of “incel” ideology are rebranding as “Sub5s” and adopting the language of self-improvement to push their content on TikTok, according to a study.

Hateful material is banned from the social media site but accounts disseminating the beliefs are said to be hiding behind new terms and “socially palatable” language.