It seems a tampon advert has been making waves down under.
The 30-second clip shows a young woman adjusting her makeup as a drag queen struts her stuff to the same mirror. The pair try to outdo each other with their beauty routines, rearranging their breasts and slapping on lip gloss. The girl eventually trumps her competitor by whipping out a small tampon from her bag. The drag queen rolls her eyes and walks away.
The Libra television ad received 53 complaints last year to the Advertising Standards Authority. It was ruled discriminative against transvestites, with complainers feeling that it advocated transphobia.
“It’s extremely offensive because it’s pretty much saying the only way you can be a woman is to get your period,” Cherise Witehira, president of Agender NZ, told The New Zealand Herald. “Obviously we can’t menstruate. However, we identify as female.”
Libra later apologised for the advert, saying it regretted any offence.
A statement said: ‘It was never intended to upset or offend anyone. Independent research was undertaken and the advertisement was viewed positively during that testing.
‘Libra takes all feedback very seriously, and in response to this, we will immediately review our future position with this campaign based on the feedback received.
‘There are no further advertisements scheduled in New Zealand.’
According to ASA chief executive Hilary Souter, the ad also generated complaints in Australia, where it reached number five on the list.
Watch the video for yourself and let us know what you think.