Review of ban on tampon ad possible – watchdog

THE advertising watchdog has signalled that its original decision to uphold complaints about a controversial TV advert for tampons could be reviewed.

The Advertising Standards Authority of Ireland (ASAI) has also revealed that the number of complaints it received about the advert for Tampax products has risen to 150 – almost double the original number stated.

Some 83pc of those who complained were women.

The ‘Tampons and Tea’ ad, which featured a light-hearted discussion in a TV studio setting on how to use the product, was banned by the ASAI last week after it ruled the ad had caused widespread offence.

The ASAI did not uphold the complaints on grounds that the ad for the Procter and Gamble brand was demeaning to women, contained sexual innuendo or was unsuitable for children.

However, it said at the weekend that parties to the complaints made initially about the ad can seek a review of its findings.

The development follows the posting of a message by the ASAI to its website on Friday – which was later removed – stating that there was no mechanism to have any of its decisions appealed.

Under the ASAI code, parties have 21 days to seek a review of a decision, with advertisers required to pay a fee of €5,000. Complainants must pay €30.

A review panel can decide to refer the issue back to the ASAI’s complaints committee for reconsideration.

The ASAI also removed a request asking the public not to contact it about the ad. Instead, it said it would now “fully review” all email comments received after the adjudication had been published.

The ASAI said it upheld the complaint that it had caused general offence because of the volume of complaints it had received, which the watchdog said was “indicative of consumer sentiment”.

A total of 84 complaints about the ad were received at the time it asked Procter and Gamble to respond. This later roseto150.

Some 83pc of those who complained were women