From social media to pink billboards, it’s suddenly ‘hot’ to discuss gut diseases

“I do think it’s cool to open up the conversation about poops. We can learn so much from our poops.”

LOS ANGELES — Near the corner of busy Santa Monica Boulevard and Corinth Avenue, underneath lines of skinny palm trees and against an almost perpetually bright-blue sky, a hot pink billboard declared: Hot girls have IBS.

That statement, hovering last month above smoke shops, animal clinics, and pharmacies in West LA, is a reflection of a broader cultural moment, happening largely on social media, wherein people are talking about their gastrointestinal problems, without shame, and with vigor.

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