An advertisement for tampons will not be broadcast on Irish television in future after the owner of Tampax, Procter & Gamble, decided not to seek a review of a decision to ban the commercial.
The Tampax and Tea ad was pulled for causing 'general offence', after 84 complaints were initially received by the Advertising Standards Authority for Ireland. In total, 150 complaints about the ad were received.
The complaints to the ASAI were categorised into four issues: General Offence; Demeaning to Women; Sexual Innuendo; Suitability for Children.
The ASAI upheld the complaints about General Offence, but did not uphold the complaints in the other categories.
Procter & Gamble has chosen not to seek a review of the decision and as a result, the decision remains that the ad should not run in the same format again.
The ASAI said: "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 authority said its executive is always available to work with and assist advertisers in attempting to bring an advertisement into compliance.
The authority acknowledged that there has been a lot of commentary on the ruling and it reiterated 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," the ASAI said in a statement.
"Each ad is judged on its own particular merits, taking account of the content and the context."