Libra ad campaign showing menstrual blood for the first time on Australian TV does not breach the industry’s code of ethics according to regulators.
Over 600 complaints were made about the “disgusting” and inappropriateness of the advertisement.
Libra’s parent company, Asaleo Care, said the adverts addressed the shame experienced by many women and girls when having their period.
The ad was based off Essity’s #BloodNormal campaign launched in 2017 across the UK, featuring sanitary pads stained with red liquid.