Wed 28 Mar 2012 In: New Zealand Daily News View at Wayback View at NDHA
Australian drag queen Sandee Crack features in the ad The Advertising Standards Authority has ruled Libra did the right thing in pulling its “Libra gets girls” ad and has decided the complaint has therefore been settled, without ruling whether the ad actually breached advertising standards. 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. 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’. Libra, under parent company SCA Hygiene Australia, responded to the Authority by stating out the ad depicts a drag queen. “The ad in no way discriminates against or vilifies drag queens or transvestites,” the company says. In regards to complaints from the transgender community, SCA Hygiene Australia says it seems to be the very vocal opinion of a select few. “The drag queen that appears in the commercial was carefully selected to ensure authenticity, and is currently a performer. The drag queen is an openly gay male who performs as 'Sandee Crack' at many events and clubs around Melbourne. “The intended comparison in our ad is between a woman and a man dressed as a woman. Our end line of 'Libra get girls' in no way qualitatively defines who 'girls' is referring to, other than the Drag Queen depicted in the advertisement not being able to use a tampon (for anatomical reasons) as she is a man - Libra believes that this has been a key misinterpretation of the ad,” it continues. “Nor does the advertisement make any value judgments about what constitutes a ‘real’ woman. The intended message of the end line is that Libra understands women's personal hygiene and menstruation needs.” The company says it regrets having offended anyone and says the ad has been removed from TV and cinema, and an adaptation of the ad has also been removed from magazines and bathrooms. The Advertising Standards Authority has ruled the advertiser “had been very responsive to, and had acted in accordance with consumer feedback when it became apparent that offence had occurred”, and removed all versions of the ad under its control. “Noting this action in accordance with the principles of self-regulation, the Complaints Board ruled that the matter was settled.”
Credit: GayNZ.com Daily News staff
First published: Wednesday, 28th March 2012 - 4:40pm