Pantyliner Ad Mentions 'Vagina' & People Freak Out

carefree ad new zealand vagina dischargeWomen have spoken, and we want companies trying to sell us pantyliners and tampons to start speaking more realistically! Enough of this Ana Steele "down there" insanity! How about some "vagina" with a side of "discharge"? Oh, I'm sorry, are those words too much? That's what some viewers are saying after seeing a new commercial for Carefree pantyliners, which just recently aired for the first time in New Zealand.

The ad features a nude spokeswoman, covered up by some lovely floaty white flowers (typical), actually discussing how the discharge we get around the middle of our cycles, or ovulation, is healthy and natural! OMG. And guess what? She even says it comes out of our ... vaginas! Not our "hoo-ha," "lady garden," or other ambiguous or borderline-derogatory term. Whoohoo!

Clearly, venturing into usually hush-hush territory like this was a bold, but also highly orchestrated move ...

The Carefree campaign spokeswoman Debbie Selikman said the company wanted to cut through the taboo surrounding the word vagina. She said, "It's the first time a major brand has had the guts to use real words, not euphemisms or diminutive terms," and noted that Carefree's research found women wanted ads to refer to their anatomy using proper terminology. Hell yes we do!

Well, some of us do, I suppose. Others are irate at the idea of a pantyliner company using words directly related to their product and to female body functions and anatomy. The Advertising Standards Bureau (ASB) says the ad received five complaints as soon as it was launched. Really?! How sad is that?

Seems like no matter how much progress we make, there's always going to be someone crying and boo-hoo'ing that we ought to go back to the Dark Ages. But most modern women will likely applaud this ad and feel like -- finally! -- advertisers are saying there's absolutely nothing wrong with our bodies (or its fluids)! And that is certainly something to celebrate.

You can check out the ad here for yourself ...


Are you psyched to see that a pantyliner company is finally using these words?

Image via StopPressNZ/YouTube

menstruation, health products


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rhps2000 rhps2000

I dislike the word "discharge". It sounds so negative. It makes what is a normal body fluid sound gross. It would be nicer to say "secretions". That would be more realistic without having to be so in-your-face strident about using correct terms.

SashN... SashNicole

Long live vaginas!!

Hyman Hyman

Lol. Sorry, but I agree... The word discharge is not so lovely :) fluids or secretions etc lol.

I do think it's cool a realistic commercial is on air!!!

Now if they would have a commercial on breastfeeding and show a woman actually feeding her baby and use the word nipple and breast :D

Goats... GoatsRueTheDay

I prefer the term "cervical fluid."

nonmember avatar jen

I would really rather they wouldn't bother advertising AT ALL. We all know these products exist, we aren't surprised by our periods and think, "Oh, GASP! Is there anything out there that will absorb this?" No. We're perfectly aware. They can quit advertising and just put the stuff on the shelves. It will sell.

ghost... ghostbaby

Secretions? That sounds way worse than discharge.

OoOJa... OoOJanisOoO

Yuck! I don't want to hear any of those words while I watch TV! Put the info on the website. If you want to know what to do about your discharge look it up!

nonmember avatar Anon

It's a TV commercial. Not a medical book or the product packaging, but an advertisement. Where anyone can be watching or flipping through. We're women, I know. What's appropriate on TV has changed so much in the last 20 years, I feel like it's just one step closer to allowing more smut on TV. And we don't need anyone to spell these products out for us. I can't believe the things allowed on network TV now, what's ten years from now - Dora the Explorer has vaginal discharge issues?

nonmember avatar American Expat

Um, yeah, sorry, the monthly discharge IS gross. Poop is gross. Urine is gross. Snot is gross. Just because it's natural doesn't mean it's cool and sweet.

Rose Martinez

Oh for goodness sake, it's a word and she's not talking about your period. She's talking about the bit of vaginal discharge you get mid cycle when you are getting ready to ovulate.  I like it, correct terms are very important. oo one goes around sayoing you can't say hand or mouth. Using incorrect terms makes it taboo and gives the air that there is something wrong with that part of our bodies. In Ed comercials thay use the words erection and penis. Why is this different.

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