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Libra ad the most complained about in 2012

Tue 23 Apr 2013 In: New Zealand Daily News View at Wayback

The Advertising Standards Authority has revealed the “Libra Gets Girls” ad was the most complained about last year. 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. The Advertising Standards Authority’s annual report reveals the ad generated 53 complaints. Complainants felt the ad was discriminating and advocated transphobia. Libra removed some versions of the ads and the complaint was settled. 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’.    

Credit: Daily News staff

First published: Tuesday, 23rd April 2013 - 3:40pm

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