"Isn't It Sexual Objectification?" What Do You Think About the 'Panty-Shaped Sanitary Pad' Advertisement?

"Posing in Only Sanitary Pads?" Citizens Debate 'Sexual Objectification'
Netizens Flood Official SNS and Website with Complaints
Company Explains "Did Not Emphasize Specific Body Parts"

An advertisement by a sanitary pad company. When controversy arose over sexual objectification, the company emphasized, "The model wearing the product was photographed not to 'sexualize' women but to highlight that consumers with various body types can wear it comfortably and be active. No specific body parts were highlighted in the photos." Photo by the company's Instagram capture.

[Asia Economy Reporter Han Seung-gon] "Isn't this too provocative?", "It's just an advertisement, I think people are being too sensitive."

A sanitary pad company is facing controversy for using photos of female models wearing panty-type sanitary pads. Some online communities have criticized the advertisement for excessively sexualizing women. On the other hand, there are opinions that it is simply an advertisement intended to properly inform about the product's features. As the controversy escalated, the sanitary pad company eventually posted an official apology.

Company A stated on its official Instagram on the 10th, "Regardless of the reason, we apologize for causing discomfort with the photos of the wearable overnight model that became an issue today (the 10th)." Regarding the photos that caused problems online, they explained, "They have been continuously used on the product page since the launch in May."

Regarding the reason for shooting this advertisement photo, they said, "Most wearable overnight products released so far have been made focusing on women with relatively smaller body types," and added, "Listening to customers' feedback that 'it's hard to wear if you are not slim,' we developed a large size product that is comfortable even for pregnant women, and uploaded photos of the product being worn on the product page."

Citizens' opinions are divided. Some agree with the company's explanation that it is merely an advertisement that effectively conveys the product's features, while others question whether it was necessary to use female models wearing panty-type sanitary pads to promote the product. Kim, a woman in her 20s working at a company, expressed that it was provocative. She criticized, "The fact that it became controversial already shows that the advertisement failed to convey its meaning well," and added, "What I remember is not the function of the sanitary pad but just some female model." She emphasized, "There must have been many other ways to explain the product well, so in that sense, it's disappointing."

There is also a rebuttal that the sexual objectification criticism is an excessive concern. Park, a worker in her 30s, said, "If you want to clearly show what the situation is like when wearing a sanitary pad, using a model is the best way," and added, "I don't know how else you could advertise panty-type sanitary pads." She said, "I don't think it's sexual objectification," and "It just seems like a sanitary pad advertisement."

Meanwhile, the company emphasized that the sexual objectification controversy was not intentional in shooting or making the advertisement. The company stressed, "The model photos were taken to emphasize that consumers of various body types can wear the product comfortably and be active, not to 'sexualize' women, and no specific body parts were highlighted."

They also lamented, "Malicious criticism through 'coordinates' is pouring in from certain online communities," and appealed, "Please stop the collective acts of sexual harassment and verbal abuse against our staff, harsh criticism of the models, and contacting offline stores to the point that it disrupts their business." Company A stated, "If these actions continue, we will request an investigation and take civil and criminal legal measures."