The ads are by Carefree.
A TV ad showing a girl going online to ask where to
insert a tampon has sparked outrage.
Advertising standards watchdogs in New Zealand and Australia
have received complaints about the Carefree tampons
commercial, along with a second one.
The ads have been described by viewers on the firm's Facebook
page as "unnecessary filth", "disgusting" and "tasteless".
One shows a schoolgirl asking Google if she is putting her
tampon in the right place. The other features an amorous
couple in the back of a car with a stream-of-conscious
voice-over saying: "And then I remembered I was wearing a
Carefree is standing behind the "honest" advertising
campaign, saying many girls are anatomically confused and do
not know where tampons should go.
One disgruntled viewer wrote on the company's Facebook page:
"How low and degrading towards women everywhere"
TVNZ said the ad featuring the schoolgirl was screening only
on TV2, and only after 7pm.
A Carefree spokeswoman said the realities of tampon use might
be uncomfortable but were a normal part of life for women.
Research commissioned by the company showed women of all ages
were misinformed and too embarrassed to ask questions about
The research also found an abundance of young girls unsure
how to use a tampon properly.
The campaign was to reassure women, particularly young girls,
that periods were natural and all women go through a learning
curve. "Our aim has been to tackle menstrual health taboos
and address girls' concerns with honesty."