Procter & Gamble will not seek a review of the decision made by the Complaints Committee in relation to its ‘Tampax & Tea’ advert, according to the Advertising Standards Authority for Ireland (ASAI).
'As a result, the decision remains that the ad should not run in the same format again,' ASAI said in a statement.
Last month, ASAI said that 84 complaints were received in relation to the Tampax television advertisement, which features a female host and a young woman being interviewed about the how to use a tampon correctly.
According to the group's latest complaints bulletin, the television advertisement was found to have been in breach of the ASAI Code on grounds related to General Offence; Demeaning to Women; Sexual Innuendo and Suitability for Children.
ASAI said that some complainants considered the advert to be offensive, that it was inappropriate to talk about such a sensitive topic in the manner portrayed, and that the content had been over-descriptive, inappropriately expressed, and with excessive detail.
Published Again If Amended
However, the group highlighted that advertising that is found in breach of the Code can be published again if it is amended to bring it into compliance with the Code and that the ASAI Executive is always available to work with and assist advertisers in attempting to bring an advertisement into compliance with the Code.
'We acknowledge that there has been a lot of commentary on the ruling and would like to reiterate that the ASAI fully supports the advertising of all product sectors, including tampons and other sanitary products, in any media or on any platform,' ASAI said.
'Awareness, education and informational ads are all totally acceptable as long as they are compliant with the Code. Each ad is judged on its own particular merits, taking account of the content and the context,' it added.
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