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Reading: Ad Standards Dismisses Over 600 Complaints Against A Libra Ad Depicting Period Blood
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B&T > Campaigns > Ad Standards Dismisses Over 600 Complaints Against A Libra Ad Depicting Period Blood
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Ad Standards Dismisses Over 600 Complaints Against A Libra Ad Depicting Period Blood

Staff Writers
Published on: 19th September 2019 at 10:44 AM
Staff Writers
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Ad Standards has dismissed over 600 complaints against Libra’s #bloodnormal TVC, ruling the ad which depicted period blood did not breach advertising’s Code of Ethics.

The #bloodnormal ad features the experience of periods, and period blood, openly and honestly in an attempt to normalise periods in mainstream culture.

However, the TVC received fierce backlash from consumers with many branding the ad “disgusting”, “offensive”, and “humiliating”.

Other complaints included: “Bodily secretions shouldn’t be shown on TV ads” and “the images portrayed in the ad are disgusting and demeaning to women.”

Others were unimpressed the ad aired on TV after 7.00pm, saying children may see the ad and proceed to ask their parents about periods.

Ads that are in “bad” taste are outside the industry’s code of ethics, and Ad Standards dismissed all complaints that said the Libra ad vilified women or humiliated them by showing them having a period.

The industry body noted the ad was part of a campaign to normalise periods while removing the stigma of shame or humiliation.

Watch the TVC in full below.

Ad Standards concluded: There is no negative language or imagery in the advertisement that implies that … women in general, should be embarrassed about menstruation or that a woman who is menstruating is a lesser person.”

 

 

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TAGGED: Ad standards, libra
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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