Ad watchdog: Libra pad ad sexist and demeaning

Libra's ads ran in shopping malls and cinemas. Photo / Twitter

An advertisement that said Libra sanitary products "absorbs way more than you did in maths class" was sexist and demeaning, according to two complaints upheld by the Advertising Standards Authority.

In October, Libra ran advertisements in female bathrooms at malls and cinemas with a picture of a sanitary pad and the statement "Absorbs way more than you ever did in maths class".

Two complainants wrote to the Advertising Standards Authority (ASA) objecting.

They said it insulted women's intelligence, was demeaning and reinforced a sexist stereotype that women weren't proficient at maths.

The majority of the Complaints Board at the ASA said the advertisement employed gendered stereotypes that were sexist and, as well as being offensive to women generally, the advertisement sent an unhelpful message to young women in particular.

The advertiser said it was an attempt at humour based on the idea that many people find maths difficult, regardless of their gender.

The Complaints Board said the ad was placed in female bathrooms and so the message was directed at women only.

The advertiser said: "It is never our intention to stereotype or denigrate the intelligence of women in our communications".

Although the advertisement had finished running when complaint was received, the complaint was still upheld.

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