Libra’s #bloodnormal campaign becomes most-complained-about ad of the year, but Ad Standards dismisses claims it’s ‘offensive’ and ‘degrading’
Ad Standards has dismissed a variety of complaints regarding Libra’s #bloodnormal campaign which shows women going about their everyday lives whilst on their period and includes shots of a woman showering with blood running down her leg, a pad demonstration using red liquid, and a woman removing a pad.
Ad Standards confirmed to Mumbrella it had received over 600 complaints about the ad, putting it above the previous leader for the year – a trailer for the horror film Us – which had 244 complaints. The most-complained-about ad of 2018, a Sportsbet campaign featuring a man ‘man-scaping’, had 793 complaints.
The list of complaints against Libra largely revolved around the appropriateness of showing representations of menstrual blood during prime-time television hours, with many concerned about their children and teenage sons viewing the ad. Complainants used the terms ‘appalled’, ‘offensive’, ‘degrading’, ‘confronting’ and ‘explicit’ in their complaints.
What planet are Ad Standards living on?
One where periods exist?
Love it @ross davie
Definitely not PLANET EARTH!
This confronts my delicate sensibilities and challenges me in an uncomfortable way. All I want to do is watch is that handsome Michael Aspel on Antiques Roadshow!
Earth, where women menstruating is normal. How about you?
The ad is great. Welcome to what real life looks like.
These complaints show exactly why we need this campaign. The idea that menstruation is somehow a turn-on to pedophiles, or that blood is shameful or degrading, underlines the need to destigmatise a normal bodily function. I applaud this campaign and I’m disappointed, but not surprised, that people find women’s bodies so offensive.
Mental. Period blood is more offensive to the community than Alan Jones, with his 100 complaints.
And people that complain about period blood seem to think it’s something to be ashamed of and that bloody legs displayed from the knees down are sexy. Lots to think about here.
But freaky complainers aside, I hope it does what it has set out to do.
And, @Mumbrella did you blur out the blood in the video above or was it like that already? Would much rather see a blurred out A**n J****, could you make that happen moving forward? 🙂
Well done Libra. Well done Ad Standards.
Hi Louise,
We definitely didn’t blur anything out. It’s just the version of the video that we have.
Unfortunately my Photoshop skills are limited, so I can’t offer any help here.
Thanks,
Vivienne – MUumbrella
That’s good to know! 🙂
If that means that the actual ad has blurred out the ‘blood’ it’s even more crazy that people have complained about it!
And well done Louise. Totally agree with you on all points!
If you’re going to comment, be honest. The scene showing blood running down one leg clearly shows the back of the knee, at bottom-right. The two thighs diverge well below the top of the screen. The shot is about as far up as would be legally permissible.
I can’t believe you don’t see the gratuitous, not to mention exploitative, nature of this ad.
Where are the women over the age of 40? Or 20, for that matter? Where are the women over size 8?
Real life? If you were at a dinner party and found there was no toilet paper, would you raise your voice and ask for some across the table?
Yes, periods are normal. So is discretion about bodily functions that involve the expulsion of almost anything, and particularly waste (it’s not just blood, so stop pretending that is) Stop equating discretion with shame. Celebrate your period if you want, but don’t be surprised when others don’t.
Mental. Period blood is more offensive to the community than Alan Jones, with his 100 complaints.
And people that complain about period blood seem to think it’s something to be ashamed of and that bloody legs displayed from the knees down are sexy. Lots to think about here.
But freaky complainers aside, I hope it does what it has set out to do.
And, @Mumbrella did you blur out the blood in the video above or was it like that already? Would much rather see a blurred out A**n J****, could you make that happen moving forward? 🙂
Well done Libra. Well done Ad Standards.
In my opinion, people tend to complain if they are genuinely offended, but they are even more likely to complain if they feel compromised or challenged by something, which probably, they have never given themselves the time to think about.
Blood is blood, there is no special source of menstrual blood, it is the same blood that issues from your nose when you have a nose bleed, or gets soaked up by the band-aide when you cut your finger.
A nose bleed or a cut finger wouldn’t raise an objection, but the closer one gets to matters sexual, and the more the tendency to complain and profess offense is engendered.
Yes, we know females have periods and that we have to use tampons and pads but please, enough is enough.
On the contrary Julie, the fact Ad Standards had to even consider this shows precisely why a campaign of this sort is needed.
Gone by Christmas. Client and agency to follow.
Buy our brand because we know what colour menstrual bold is? Hardly a compelling proposition.
Quite frankly I am outraged that cooler heads and common sense have prevailed here.
[Edited under Mumbrella’s comment moderation policy]
I agree with both sides, leaning more towards the “normalize periods” side, but I agree strongly with whoever likened it to showing faeces on a toilet paper ad. Sure, everyone does it, but we don’t need to see your bodily fluids on my screen.
It’s nothing to be ashamed of, but that doesn’t mean I want to/need to see it.
Funnily enough we would likely not tell teammates we had to have time off due to a heavy period BUT we would tell them if we got gastro / diarrohea!
Which I guess feeds further in to why this kind of ad is helpful – it normalises period blood in the way that everyone knows going for a poo is normal (although please, for the love of God, please don’t do it in the work toilets at peak rush hour). 😀
I see your point, but the whole reason of the ad is exactly to normalise it, for those that may feel societal shame or embarrassment about it – and of course you are completely right, they shouldn’t feel shame or embarrassment about it.
Would you really say you had diarrhoea? Most people would say they had gastro, and leave it there. You might joke with a workmate about dropping off friends at the pool all day, but only if they are a pretty good friend.
The point of the blue liquid was to demonstrate the how well the pad could absorb liquid, as well as the way it wicked it away from the surface layer. To that end, the liquid was also fairly weakly coloured, and the colour did not stick to the material (i.e. did not stain) so that the top layer of the pad remained white and the liquid remained visible below it. The purpose of the ad was not to educate the general public about periods, nor to explain what the pads were for. It was to show how well the pads work, showing them absorbing at least an entire day’s worth of menstrual flow, of a much more runny liquid, poured suddenly in about two seconds, without spilling. It was, to be honest, an excellent demonstration of how well they must work when used for their intended purpose.
As far as the ad went, it served its purpose admirably. For comparison, ads for condoms don’t even show the product, much less one with translucent milky white fluid in the tip, and they certainly don’t show a guy sitting on the edge of a bed, fiddling with his groin, then holding a used condom. Why? Because it isn’t necessary, and would in fact be considered gratuitous. I suppose guys could get all upset and say there’s nothing disgusting about semen, and from there tease out an extremely contorted argument about how that says something about the way men are viewed as sexual predators, or whatever. We don’t, because we are more than just ejaculators, even though that is an important part of life. We don’t expect anyone, let alone EVERYONE, to want to see it, or a simulation of it, on primetime tv. It’s a bodily secretion, and once the heat of the moment has passed, it’s nothing more than a sticky mess to be cleaned up (unless, of course, if it’s in a condom).
I don’t have an issue with the ad, though I do consider it gratuitous (is the blood running down the legs in the shower meant illustrate that you can’t use a pad while showering?). It no longer conveys any reason to buy a Libra pad over any other. Not that advertisements must do that, but the previous ad at least tried to.
I suppose some men, those with a fetish for periods, will love it.
No, the only issue I have is with people who demand equality, but want their bodily secretions to be viewed differently from any other, just because it comes from women, and only women. You have a period every month, and part of that involves the expulsion of blood, mucous, vaginal secretions, intrauterine fluid and the breakdown products of the endometrial lining. Some people find that off-putting… get over it.
Saying you have gastro is the same as saying you have your period. It’s a term that labels bodily functions, where everyone knows what you’re talking about. E.G I might say “I’m on my period” rather than “I am bleeding from my vagina”, just as one may say “I have gastro” rather than “I’ve got it coming out both ends”…
You see blood all the time on TV. On the news, on shows aimed at kids and families, during sport etc etc. 99.9% of kids have had a skinned knee in their life.
People that say they don’t want to see bodily fluids probably never complained when someone got shot on TV and the fake blood is splattering everywhere…Hypocrites!
Totally get where this ad is coming from, let’s hold hands and talk about periods! The issue is giving it a P rating when children are watching such as Survivor or Aus got talent is unacceptable, as Libra state “The TVC is encouraging women, men, boys and girls (with guidance from their parents)”. That is correct parents should be able to choose when to talk to their children about periods and blood dripping down someone’s leg not Libra. My child was horrified! Not up to you Libra!
I’ve seen blood on Survivor more than once.
I believe your concerns were already addressed:
“The majority of the panel reflected on Libra’s intention to normalise discussion about periods, and also noted that the average age of girls to begin menstruation was 12. It subsequently ruled that the ad “depicted material in a manner that is sensitive to the relevant broad audience which would likely include children”.
For people complaining that their teenage sons may see this ad, you need to better educate your boys that this is a perfectly normal part of life and that’s just what women go through! Although I personally don’t agree that we need to see blood featured on TV, I stand up for Libra’s intention here. Periods are a part of everyday life and it shouldn’t be taboo to talk about (or see) sanitary items. The entire reason for people’s complaints is exactly the stigma Libra are setting out to break away from! Why are we so offended by seeing this on TV? I think our society is becoming to sensitive…
What about us Flanders types that home school our kids? Won’t you please think of the children??!!
I take issue with the analogy to toilet paper and faeces. That illustrates that many folk out there still equate periods with being ‘dirty’. The difference between toilet paper and pads and tampons is that while we all grow up using toilet paper, only girls in their puberty experience the changes of menstruation and the conditioning of those around them to hide it, be embarrassed etc. And for the record, if it turns out we need to show poo on tv to encourage good toilet habits, I’m all for it.
@yeahbutNO nice to see some common sense in this bloody debate.
Right, sure, it’s not dirty. But I don’t want to see, and don’t see it as neccesary to see a used bandaid in a bandaid ad.
I don’t see periods as dirty, but it’s still a bodily fluid that I don’t think should be on tv for children to see, regardless of cleanliness.
I don’t want to see Big Bang Theory on TV because it offends my comedic tastes. Guess what – the world doesn’t revolve around me – so the millions of people that enjoy the show get to watch it.
I knew about periods from a young age – so don’t find the topic squeamish. Thankfully my mum empowered me with knowledge rather than shielding me from things.
https://mumbrella.com.au/wp-content/uploads/2014/07/Screen-Shot-2014-07-15-at-11.29.55-AM-468×340.png
Seems it has already been done.
Well done for completely missing the point of this campaign.
blood is red
dare you!
So what’s next. Lumps of poo on toilet paper ads or poo on your fingers when the paper is too thin. Seniors nappies. These are all natural body functions.
Except, faeces is not shown across the board. It’s not shown from babies, adults, pre-teens, elderly… no one. Blood however, is. From punches, bullets, knives and whatever other handy weapon is available. From the eye, the head, the nose, the ear… Period blood is just blood, by non-violent means. You’re just uncomfortable about where it’s coming from.
Great campaign, everyone’s talking about Libra but it’s a sickening ad.
Not because there’s anything shameful about menstruation (although for thousands of years most cultures thought there was) but because of the bodily fluid argument above, ie. faeces, snot
I don’t need to see menstrual fluid while I’m having dinner or when I’m watching TV with my elderly father who would faint at even the thought of discussing women’s business with me.
It’s not up to a company whose only aim is to make money to try to move society “forward”.
Shame on the regulators who should respect cultural differences between age groups and across ethnic groups.
I take it your elderly father has no issues with blood gushing from the heads of footballers though?
Is your dad aware of how you were made?
Poo. I mean what’s next Poo? Poo in tv. Poo, poo feces poo poo. Poo! Poo on the screen? Poo! My kids saw POO once on tv and DIED.
He/They/Them DIED! POO! I mean where do we go from here? More POO? I can’t believe they allowed POO on the screen. My mom is a church goer and what about those people who don’t POO? Jesus, f’ing christ…is that next? God POOING? The babies, the litttle babies…all snug in the cribs and suddenly that teenage girl babysitter has to do what? POO? I MEAN WHERE DOES IT END? My partner/husband/wife/lover/plushie doll hates it when i POO let alone HAS TO SEE IT ON TV WHEN WE’RE WATCHING THE BLOCK. IT’S UN-AUSTRALIAN TO POO. TURN BACK THE POO! I weep for this country and the lack of morals when it comes to teaching our future generations about how to POO! POO! IT’S JUST LIKE POO! Soft poo, hard poo, those weird nugget poos when I take pain killers, fast poos, slow drippy poos, post shower poos that make you feel like you need to take another shower afterwards but you think, I just had a shower and felt good? Why did my balloon knot tell me beforehand that it needed to poo? so many things wrong with this campaign. damn you libra for making me read about so much poo.
Why are people so worried about their kids learning about periods? I remember when a friend got her first period in primary school we discussed it in hushes behind the trees because it was such a BIG naughty secret that absolutely no one could know about! We all waited in fear for our first periods- we really didn’t know what to expect. I was mortified when my period came, and I used to put toilet paper on top of my pad because I was scared to feel wet and dirty. My male 29-year-old boss still cringes and laughs every time I mention I have my period. A few boys in my circle while I was growing up wouldn’t want to touch/kiss/speak to a girl if they knew they had their period at that moment. I’m 23, my peers are meant to be lefty-enlightened-inclusive and at least a little bit understanding. Girls have to deal with enough sexual stigma growing up, periods should be a ‘whatever’ thing that no one really thinks twice about. Maybe if periods were normalised from the moment we learn some of us have vaginas and others have penises then I won’t still feel the need to hide my tampon when I go to the toilet at work. I can’t believe anyone is affected by this ad. What a joke.
I’m all for normalising periods, through education, parenting, general day to day discussions with our kids, especially with our sons. But in the same way I don’t announce to my colleagues that I’m going for a giant poo, or that my vaginal discharge is heavier this month, I don’t announce when I have my period. Why should we announce when we have our period? Why does anyone need to know??? I put that in the same category as people not needing to know if I’m ovulating, have discharge, need a shitt, have the runs, or am blowing out green mucus from my nose. Let’s get a grip here, be PC about stuff but with common sense. So I’m sorry if your male colleagues are a bit squeamish about knowing that you are bleeding, but they’d probably have the same reaction if you were just about to announce to them that you are about to empty your colon!
I’ve yet to see someone respond well to the “We don’t need to see it” argument.
Like, it’s just as dirty as going to the bathroom (which is fine, everyone does it), but we don’t need to see it.
That’s my issue with This ad.
Just because it’s normal, clean and fine doesn’t mean it needs to be shown on TV.
Everyone loves abortions right now, but if you showed one on TV there’d be mass hysteria. Tell me i’m wrong.
Wow, comparing a women’s sanitary product to an abortion. This thread has jumped the shark.
If neither of them are wrong/dirty/etc what’s the issue? Young people should have to learn about them! Odds are they’ll be involved in one at some point!
I don’t think anyone is saying that young people don’t need to learn about periods – of course they do! But is an advert the place to learn? What about at home, by the parents? At school in biology lessons? With peers? I mean we all need to learn about blowjobs and the correct way to wipe our arse too, but I don’t think that should be on an advert either!
I just think that we can normalise periods in other ways, you know, just like how taking a dump is normal. It’s using common sense, over trying to be PC for the sake of it.
I don’t think she is announcing ‘I have my period today’ as she walks into the office. I don’t think saying ‘I’m having terrible cramps’ is too far?? We shouldn’t have to hide having a period? It’s not a smelly dirty dark secret, it is something that affects our mental and physical well being once a month. Geeze. Get over yourselves.
No one is able to debate the fact that it’s unnecessary to be in an ad. You all just keep saying “but it’s not dirty, or a secret!”, but it’s just as much a normal, healthy bodily function as urinating, defecating, having sex, etc. and all of that is inappropriate for a tv ad, so so are periods! How about you get over yourself and start addressing people’s actual issues with the ad? Answer me that, and I’ll be satisfied to have it on my tv.
I agree… the same people, had they not agitated for this, would be complaining that the ad is gratuitous. After all, unlike other ads for similar products, it doesn’t show any aspect of the product that makes it better than any other. They’d complain that, by showing menstrual fluid (it’s not just blood, so let’s stop calling it that), this one particular bodily secretion is being treated differently to every other bodily secretion. They’d say that we don’t see a man disposing of a used condom with a milky white fluid in it. That we never see seminal fluid stuck to the shower screen. And then they’d say that that’s undoubtedly because men created the ad, and are prepared to spare men’s sensibilities, but not women’s.
To be clear, I have no issue with the ad, though I do think it’s exploitative of women. Funny how they can’t see that.
Cant stand this ad its another ridiculous stand for women and its degrading.Would never stand up at a dinner table to ask for a pad have some common sense what were you thinking? Show period blood thats gross even for myself for fuck sake? This is the wrong way going trying to get your point across. As you grow up you dont give a shit, young girls are embarass its a normal reaction till you get used to it and mature what a waste of my time and yours take it off please
Lets start showing sperm in condoms or shit on toilet paper even better snot on tissues …….. absolutely appalling I have 5 girls not one were ashamed or embarrassed with there period until now distasteful libra?????
I think the ad for libra pads is just so disgusting yes sure periods are a normal part of a woman’s life but it is also a private part too. I certainly do not want it advertised that I have my period much less show it. Young girls should be taught about them by their mothers not some ad on tv. People are talking about fake blood on movies and tv shows but that is completely different to period blood and it is also real life blood not a movie. The ad shows a woman asking for a pad at the dinner table in mixed company as if, no woman I know would do that please have some respect and take the ad off and let us poor woman suffer our period quietly.
The ad, I don’t care about, but the attitudes of those who campaigned for it, and now both defend it AND attack those with the temerity to criticise it, I do.
As a ternager, I masturbated every day. At that age, I would definitely never have admitted that I ever did it, let alone every night, and would have said, at the time, that I would rather fail a class than have anyone in that class know that I had masturbated the night before. There was nothing wrong with me. Not for masturbating, AND not for not wanting anyone to know about it. Both are completely normal, as are periods, AND not wanting anyone to know that you are currently having one. Stop making young girls who think like this, and who are perfectly normal in doing so, feel that there is something wrong with them.
The people who came up with the blue liquid were just operating on the principle that most people don’t want to see, or be reminded of, bodily secretions in general. By saying that mentrual blood (which is itself a euphemism, as it is not just blood, but mucous, vaginal secretions and endometrial lining breakdown products) is somehow different to other secretions, perhaps it is those who criticise the aversIon to one particular bodily secretion who have a “problem”. Of course, it is not that they have no aversIon to menstrual blood that is a problem. It is that they refuse to acknowledge others’ opinions on the matter as valid, and that in viewing the natural aversion that most people have as being an affront to women, they seem to view womanhood as being defined by a period. In a way, I suppose it could be said that it is; after all, men don’t have them. But to take it as an affront to women, and to say it degrades women to have an aversion to a monthly discharge of blood, mucous and endometrial products, that even most women would gladly dispense with if they could? I’d say you are more than just a little obsessed.