People with a sexual preference for big beautiful women often use the term and its abbreviation to communicate their preference on online dating sites and in forums. There are also several sites devoted exclusively to finding BBW partners as well as an active BBW pornography scene.
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The term is frequently abbreviated as BBW. Although it didn't start out that way, it is often used by the fetish community. More generally, it is recognized as a body positive term and is regularly employed in the fat acceptance movement.