Nurses’ fury at incontinence pants aimed at new mothers
NURSES have launched an official complaint over an advert suggesting mothers should wear incontinence pants after childbirth.
The Royal College of Nursing is reporting the advert for Tena’s Silhouette protective pants to the advertising watchdog.
The college claims it wrongly ‘normalises’ post-birth incontinence and gives mothers the misleading impression that they should wear protective underwear rather than seek treatment.
Embarrassing leaks caused by a weakened pelvic floor are common after birth. The condition affects around a third of mothers, including actress Kate Winslet and Loose Women presenter Nadia Sawalha who have spoken openly in the past about their problems.
It can be treated with exercises or surgical procedures but many women are too embarrassed to mention the issue to their doctor or midwife, studies show.
The Tena advert shows a woman wearing black incontinence pants. The actress says: ‘I knew being a mum would have a few surprises… nobody mentioned incontinence though.’ Pulling on a pair of jeans, she adds: ‘A little bit of wee is not going to stop me being me.’
In a letter to the Advertising Standards Authority, the RCN said: ‘[The] advertisements inaccurately portray that it is normal to be incontinent post childbirth, providing no data to support the claim and with no acknowledgement that there is treatment available.’
The union was moved to act after members raised concerns. One said: ‘It implies that urinary incontinence is inevitable post childbirth – what an awful image to be sending out to young women.’ Another added: ‘It really is a shocking message they are sending out.’
Tena said the advert directed viewers to its website which contained treatment advice. A spokesman added: ‘Whilst Tena advertising never refers to incontinence as normal, it is a fact that millions of women experience urinary incontinence both during and after childbirth. Tena products provide reliable temporary support...’
It later confirmed it had received ‘feedback from healthcare professionals’ and would be adding a line to its advertising advising women to seek healthcare advice.