8.6 Sanitary Protection Products and Incontinent Pads For Adults Advertisements in this product category is unusually sensitive and commercials for it can easily cause offence or embarrassment, even among people who have no objection in principle to its being advertised on television. Because it is often viewed in a family setting, television advertising needs to be treated with restraint and discretion. Anyone intending to produce a commercial for a sanitary protection product and incontinent pads for adults MUST abide by the following :- (a) Restriction on Times of Transmission Commercials portraying a sanitary protection product and incontinent pads for adults are permissible. (b) Visual Treatments and Product Descriptions Sanitary protection products and incontinent pads for adults - visual treatments must be done with taste and restraint, particular care is needed with shots of unwrapped towels, pads or tampons, whether actual or diagrammatic. Detailed references, whether in sound or vision, should avoid graphic descriptions which might offend or embarrass viewers. (c) Appeals To Insecurity Sanitary protection products and incontinent pads for adults - no commercial may contain anything which, either directly or by its implication, is likely to undermine an individual’s confidence in her own standards of personal hygiene. No implication of, or appeal to, sexual or social insecurity is acceptable. Commercials may not suggest, by whatever means, that menstruation is in any way unclean or shameful and variations of the word “clean” are unacceptable in advertising for this product category, as are other potentially offensive words such as “odour”. The same applies to the advertising of incontinence. (d) Taste and Offence All advertisements for the category of sanitary napkins and incontinent pads for adults must not offend against good taste or decency or be offensive to public feeling and should not prejudice respect for human dignity. 31