Libra ad complaint "settled" Authority rules
Posted in: New Zealand Daily News
By
GayNZ.com Daily News staff - 28th March 2012
http://www.gaynz.com/articles/publish/2/article_11561.phpThe Advertising Standards Authority has ruled Libra did the right thing in pulling its "Libra gets girls" ad and has decided the complaint has therefore been settled, without ruling whether the ad actually breached advertising standards.
In the ad for Libra tampons which appeared on television, YouTube and Facebook, a woman and, what some people interpret as a drag queen and others as a transwoman, are seen in a restroom preening themselves in a competitive nature. They apply mascara, lip gloss and adjust their breasts. The woman then takes out her Libra tampons to which the drag queen/transwoman responds by walking out of the restroom. The words 'Libra gets girls' appear on the closing screen.
Numerous complaints were made to the Advertising Standards Authority that the ad 'portrayed a negative stereotype of a transgender person, 'was insulting, tasteless and, extremely offensive,' implying that transgender women are not real women and that 'if you do not menstruate you are not a woman'.
