TV advert for interval underwear has been cleared by the regulator after nearly 300 complaints from viewers saying it was offensive and distressing.

The advert, seen in April, confirmed photos of Wuka interval underwear, blood and clots in a bathe, a feminine carrying a sanitary pad in her underwear and a used tampon being thrown right into a bin.

A voiceover stated: “Wuka loves periods. For the sneezy flows, the trickly flows, gushing, rushing, all kinds of flows. Ditch those pads and tampons.”

The Advertising Standards Authority (ASA) acquired 295 complaints saying the imagery used was offensive and prone to trigger misery.

Wuka instructed the ASA it was “pro-active” in its bids to “represent periods positively, encourage society to talk more openly and promote the benefits of switching to reusable period products”.

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We recognised that blood featured in adverts was usually related to harm, and that blood imagery in any context might be scary and unnerving

The model stated it acquired unprompted constructive suggestions in regards to the advert, which highlighted the necessity for “real” durations to be seen by women and men of all ages to allow society to develop into “period positive”.

Wuka stated it stands by its determination to incorporate the imagery and didn't contemplate a stronger scheduling restriction was wanted.

The marketing campaign was cleared by advert clearance company Clearcast with an ‘ex-kids’ scheduling restriction for its use of the phrase ‘ass’, which meant it shouldn't be proven in or round programmes made for, or particularly focused at, youngsters.

Clearcast stated it held detailed discussions to think about the blood imagery however didn't consider extra restrictions had been crucial as a result of it depicted regular durations, whereas the used tampon thrown in a bin was an correct depiction of how conventional sanitary merchandise are disposed of.

The company stated to depict menstrual circulate as blue, as has been achieved traditionally, can be inaccurate.

The ASA acknowledged that photos of interval blood and a used tampon had been “likely to be unexpected” in a TV advert.

However, we understood that the typical age menstruation started for most youngsters was across the age of 12 years, however might be as younger as eight

It stated: “We recognised that blood featured in ads was often associated with injury, and that blood imagery in any context could be scary and unnerving.

“Therefore, we acknowledged that some viewers had been distressed when viewing the ad.

“However, we considered that whilst unconventional, in the context of a period product, the blood and blood clots were a realistic and accurate depiction of consumers’ menstruation experiences.”

It added: “We acknowledged that the imagery, including the blood clots and the used tampon, would have been unfamiliar to very young children and, again, blood could have connotations of injury.

“However, we understood that the average age menstruation began for most children was around the age of 12 years, but could be as young as eight.

For those reasons, whilst we acknowledged that some viewers may have found blood, blood clots and a used tampon distasteful, and that some distress had been caused, we did not consider that the imagery was likely to cause serious or widespread offence, or excessive fear or distress

“Therefore, we considered it was likely that many children would be familiar with and understand that blood associated with menstruation was normal.”

The watchdog concluded: “For those reasons, whilst we acknowledged that some viewers may have found blood, blood clots and a used tampon distasteful, and that some distress had been caused, we did not consider that the imagery was likely to cause serious or widespread offence, or excessive fear or distress.

“We therefore concluded the ad did not breach the Codes.”

Wuka chief govt and co-founder Ruby Raut stated the model acquired “multiple reactions of shock and disgust” in response to the advert.

She stated: “Period stigma deters girls from openly discussing their experiences when it comes to their menstrual health and inflicts an unnecessary and wholly avoidable sense of shame or humiliation on so many, even in today’s society.

“Having our advert cleared by both Clearcast and the ASA further shows that these scenes are not harmful and in fact are important to be shown as part of a normal TV viewing experience.”