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ASAI Update on the Tampax and Tea advertisement

In relation to the Tampax and Tea advertisement, the advertiser, Procter & Gamble, has informed us that they have chosen not to seek a review of the decision made by the Complaints Committee, the body responsible for complaint adjudication and which acts independently of the ASAI Board and the ASAI Executive.

As a result, the decision remains that the ad should not run in the same format again. Advertising that is found in breach of the Code can be published again if it is amended to bring it into compliance with the Code. The ASAI Executive is always available to work with and assist advertisers in attempting to bring an advertisement into compliance with the Code.

To find out more about the ASAI’s review process, please visit

We acknowledge that there has been a lot of commentary on the ruling and would like to reiterate that the ASAI fully supports the advertising of all product sectors, including tampons and other sanitary products, in any media or on any platform. Awareness, education and informational ads are all totally acceptable as long as they are compliant with the Code. Each ad is judged on its own particular merits, taking account of the content and the context.