Ad blasted as 'offensive' for depicting menstrual blood did not breach advertising standards

Showing period blood in an Australian TV first did not break the advertising industry's code of ethics.

A scene from the Libra ad. More than 600 complaints were received over the advertisement's content. Source: Supplied

It was branded “disdainful”, “extremely offensive” and “vulgar” and generated 600 complaints – but the advertising watchdog has found an ad campaign showing menstrual blood in an Australian TV first did not breach the industry’s code of ethics. 

Asaleo Care, which makes Libra pads, ran two ads depicting menstrual blood during primetime TV as part of the #bloodnormal campaign, which showed women having their period in the shower, at a dinner party, at school and during sex.

Read the full article in English here.