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Israeli businesswoman Ruti Leviev Yelizarova has come under fire for her social media campaign to promote the observance of the laws of niddah and therefore she must refrain from physical intimacy with her husband) and Taarat Ha-mishpacha (“family purity”).
Reason for criticism: Many celebrities have shared their experiences on social media, stating the reasons why they keep family cleanliness while being paid to participate in the campaign.
The She'asani Isha project is led by Levieva-Yelizarova, a marriage and sex consultant, and Braha Shilat, an entrepreneur and activist.
The purpose of the campaign is to disseminate information about Jewish traditions and laws of family and cleanliness.
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