'Transphobic' tampon ad draws criticism
Tuesday 3 Jan 2012 12:47 p.m.
A handful of supporters, all men, defended the ad
Tampon maker Libra has been branded "outrageously transphobic" over its new ad implying transgender people are not real women because they don't menstruate.
Watch the advert and leave your thoughts below
The television commercial depicts a drag queen character and a blonde woman standing side by side in nightclub restroom putting on mascara and lip gloss, and adjusting their bras competitively.
The blonde woman then pulls out her Libra tampon, leaving the drag queen to storm out of the toilets in a huff.
The ad, which wraps with the catch phrase "Libra gets girls", has faced a storm of criticism, with dozens posting harsh comments on the company's Facebook page.
One woman, Gabeh Lissette Gutierrez, posted: "I'm not sure what is more disgusting, the blatant transphobia or the inclination that a period is what defines a woman's femininity.
"Seriously, what were you thinking?"
Another poster, Miserys Malice, hit out at the "get girls" phrase, writing: "So, for the females who've gone through the likes of menopause or hysterectomies I suppose Libra failed to `get those girls'?"
"Having an advertising campaign where some snooty-nosed woman is going to resort to whipping out her feminine hygiene product in the face of someone who doesn't have a menstrual cycle therefore rendering her a winner, maybe was in bad taste and poor form."
A handful of supporters, all men, defended the ad, saying the criticisms were political correctness gone crazy.
But female critics hit back, saying the ad was likely written by men who, obviously, neither menstruate nor buy Libra products.
SCA, which owns the brand, has yet to respond to media calls.