The advertising watchdog has decided that an advert for Tampax Tampons Pearl Compak should not run again after receiving 84 complaints.
The tv ad features a chat show where viewers are provided with an on-screen demonstration for how to insert them correctly.
Some people felt the segment was demeaning to women, with several feeling it implied that they may be ignorant when it came to the matter of using tampons.
Some said that if women had problems using such products, all they had to do was read the instructions on the box.
The ASAI committee decided not to uphold this issue as they didn't consider the content was demeaning, belittling or degrading to women generally.
Other complainant said the ad was not suitable for young children, however, the committee found actions had been taken to prevent the advertising appearing in Children’s programming and that the information presented was factual.
Complaints about the ad containing sexual innuendo were also not upheld.
It was the volume of complaints that the ASAI took issue with saying "They did not consider that the advertisement had caused grave offence. They noted, however, the level of complaint that had been received and the concerns expressed by complainants about the advertising and considered that it had caused widespread offence. In the circumstances, they considered that the advertisement had breached Section 3.16 of the Code."
