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Anatomy trumps viewer discomfort as ASA overthrows Carefree complaints

Anatomy trumps viewer discomfort as ASA overthrows Carefree complaints
While many Kiwis were unnerved to hear the word "vagina" blaring from their TV recently, the Advertising Standards Authority has decided not to proceed with any of the 18 complaints about an advertisement for Carefree Acti-Fresh Panty Liners.

While many Kiwis were unnerved to hear the word "vagina" blaring from their TV recently,  the Advertising Standards Authority has decided not to proceed with any of the 18 complaints about an advertisement for Carefree Acti-Fresh Panty Liners.

Said to be the first in New Zealand to feature the first use of the word “vagina”, the ad caused a mini uproar upon hitting screens last month.

Viewers complained to the ASA about the commercial, especially the use of the terms "vagina" and "discharge", particularly during times when children might be watching.

But the ASA ruled that the use of anatomically correct terms was acceptable, and was not salacious in the context of the advertised product.

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