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'Vagina' advert ruled OK, complaint thrown out

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'Vagina' advert ruled OK

3News NZ

The ASCB ruled there were no grounds to proceed with the complaint

The ASCB ruled there were no grounds to proceed with the complaint

By 3 News online staff

A complaint lodged against a television advert which prominently features the word 'vagina' has been shot down.

In the advert, for Carefree Acti-fresh panty liners, a naked woman is talking about her body, and at one point says: "You know even that bit of discharge in between our period is our body working to keep the vagina healthy."

A complainant referred to in the ruling as 'K Spice' said they were "disgusted that this advertisement is on TV".

“I have a nine-year old who is up until 8pm-8:30pm, and he definitely does not need to hear words like that."

Another complainant said the pairing of a naked woman and the word 'vagina' was "overly sexual".

But the Advertising Standards Complaints Board (ASCB) disagreed, saying "there was nothing pejorative about the anatomically correct name for a body part, especially when taking into account the product being advertised".

The ASCB also said there was nothing wrong with "the direct way in which the subject matter was discussed", although phrases such as "discharge in between periouds" had the potential to make some people "uncomfortable".

As for the woman's nudity, the ASCB said "she was shown from a distance, no genitalia was visible and… the appearance of the woman was neither salacious nor titillating".

The ASCB ruled there were no grounds to proceed with the complaint.

3 News

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Comments

26/08/2012 3:08:07 p.m.

Moera wrote:

Actually it's quite hilarious to have 'outraged' complainants complaining about an ad referring to womans vaginas. Maybe this person should 'ban' their child permanently from watching t.v as there is alot more 'objectionable' material on t.v such as full frontal nudity, explicit sex scenes etc. I feel for the child thou been wrapped up tightly in their cotton wool.

26/08/2012 2:42:55 p.m.

Paul wrote:

Very funny Cathy and a perfectly made point.

23/08/2012 4:35:31 p.m.

Cathy wrote:

Jan, excellent idea. Perhaps a pro-life advert to say "The penis mightier than the sword. All the better to procreate than kill an unborn child."

23/08/2012 2:13:02 p.m.

jan wrote:

Lets see if the advertisers can put the word penis in a tv advert and get away with it.

22/08/2012 8:02:29 p.m.

B C Clark wrote:

I'm no prude but I thought the ad was disgusting ,it's a womens issue ,there is no need to put it before the male population, I gave a black mark for the shocking ruling on this ad ,shame on that person

22/08/2012 2:40:11 p.m.

Denise wrote:

For anyone to think of a 'Vagina' as talking dirty says it all. People who think that way need help. Put simply, a Vagina is the mouth of creation, the opening to pleasure and the way to a wonderful life long relationship. What could possibly be better then that?

20/08/2012 6:29:52 p.m.

Some Guy wrote:

“I have a nine-year old who is up until 8pm-8:30pm, and he definitely does not need to hear words like that." Are you serious?! for crying out loud! your kid is going to be messed up, but not because he heard the word "vagina" on TV, its because you're a lousy parent that obviously can't to talk to your child about perfectly natural bodily functions. and at nine years old, he should know that boys have a penis and girls have a vagina

20/08/2012 6:15:47 p.m.

David wrote:

What a stupid, frivolous complaint to have made in the first place! Firstly, there's nothing taboo about describing anatomical components; secondly, whoever made the complaint in the first place must obviously have too much time on their hands. Get a life.

20/08/2012 5:32:19 p.m.

Erm... wrote:

I'd like to make an official complaint about a 9 year old being up at 8:30. Poor parenting, take the child into care.