Vagina gets thumbs up and supermarket cleared of promoting casual sex

Open discussion about feminine hygiene products means it is now acceptable for the word “vagina” to be used in TV commercials.

The Advertising Standards Authority has ruled not to proceed with any of the 18 complaints about an advert for Carefree Acti-Fresh Panty Liners.

It reportedly featured New Zealand’s first use of the word “vagina” in a television commercial, creating an initial flurry of publicity when it was released in July.

This also led to complaints, particularly about the words “vagina” and “discharge.”

“I am disgusted that this advert is on tv,” complainant K Spice wrote. “I have a nine year old who is up until 8pm to 8.30pm and he definitely does not need to hear words like that.”

Another complainant said the pairing of a naked woman and the word vagina was overly sexual.

But ASA complaints board chairman Jenny Robson said the use of “anatomically correct” words for parts of the body was acceptable, taking into account the product being advertised. The same applied for “discharge”.

While the woman appeared naked, she was shown from a distance, no genitalia were visible and her appearance was “neither salacious nor titillating”, says the ruling issued today.

The ruling also noted feminine hygiene products are now being openly discussed, and while some may find this offensive, it did not mean advertising codes were being breached.

There were therefore no grounds for the complaint to proceed.

Two other 'sexy' commercials

The ASA also declined to proceed with complaints against two other "sexy" commercials.

Supermarket chain New World was cleared of promoting casual sex in a television commercial, which shows a young couple waking up after a night out, enjoying a picnic and falling in love.

“The ad starts with two young people and waking up in bed after a one-night stand?? This is family viewing time. I am raising teenagers and try to instil self-respect and caution around promiscuity!!” said complainant S Taylor.

“This ad says ‘hey, sleep around, wake up, buy food from New World and your life will be sweet’.

“New World needs to check out New Zealand’s STI rates and teen pregnancy rates!! And stick to selling food.

"I don’t want my kids watching commercials that so obviously condone casual sex – not at 6.30pm.”

The ASA complaints board received three complaints for the advert but Ms Robson said while the it showed a couple at the likely beginning of a relationship, it did not promote casual sex, promiscuity or one-night stands.

Though offensive to the complainant, it was also unlikely to cause widespread or serious offence in the light of prevailing community standards. The ad was also prepared with a sense of social responsibility and did not breach advertising codes.

Sealy New Zealand also gained watchdog backing for a commercial asking, “what do we do in bed?”

It showed a camera zooming in on apartment buildings with scenes including a man playing a guitar, a woman putting coats on the bed at a party and a couple kissing.

Complainant D Davey said it was shown at times when children were watching TV.

“It shows two naked people making out in the Sealy Bed – not explicit, but not suitable at this time of the day.”

Ms Robson admitted the commercial was suggestive, but was “fleeting and not explicit”, did not cause widespread offence and consequently did not breach advertising codes.

ASA chief executive Hilary Souter told NBR ONLINE that commercials mentioning “bodily functions tend to promote a reaction”.

“A lot of that has to do with the timing, along with the actual nature of the product in the ad,” she says.