Carefree ad discharged without conviction by the ASA

  • Advertising
  • August 21, 2012
  • StopPress Team
Carefree ad discharged without conviction by the ASA

Stories about ASA complaints that weren't upheld are generally the marcomms equivalent of 'there was no accident on the bridge today'. But in the case of an advertisement for Carefree Acti-Fresh Panty Liners, or what everyone is calling vagina discharge-gate, we'll make an exception, because none of the 18 complaints received will get to have their day in court.

Said to be the first ad in New Zealand to feature the use of the word “vagina”, quite a few precious Kiwis and Aussies were unnerved when they heard the word blaring from their TV when the ad was launched last month, as evidenced by the very funny video below.

Viewers complained to the ASA about the commercial, especially the use of the terms "vagina" and "discharge" and particularly during times when children might be watching. But the ASA ruled that the use of anatomically correct terms was acceptable, and was not salacious in the context of the advertised product. 

And while we're talking about sex, baby, New World was accused of promoting promiscuity and Sealy was accused of showing bedroom olympics, but they were both cleared.

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