A campaign from D'Arcy for Procter & Gamble's Alldays Black pantyliner has failed to gain clearance from the BACC.
The ad, which will run in 12 other European countries, was rejected by the BACC on the grounds that the racy approach it takes to sanitary product advertising may cause offence.
The Independent Television Commission Code does not include specific restrictions on the advertising of sanitary products, but makes it clear that all advertisers must conform to standards of good taste and decency.
The campaign has been cleared to run in UK cinemas, however. It features a woman who is shocked to realise that her boyfriend has noticed her pantyliner.
The couple are seducing each other in the dim UV lighting of an apartment.
As the woman's dress drops to the floor, she catches sight of her pantyliner shining through her sheer black knickers. She grabs a mirror to hide her blushes and the line 'Should have worn Alldays Black' is used.
Sara Bennison, the global account director on Alldays at D'Arcy, said: 'It is fantastic to take this category of advertising out of the Dark Ages and be able to talk to women about the product in the same tone of voice as they talk to each other.'
The ad is part of a move by P&G to position the pantyliner brand as more of an everyday purchase by removing taboos associated with sanitary products. The BACC ruling is a blow to this.
Claudia Kuhn, the brand manager at P&G, said: 'We thought that it was important to be direct and honest in our communications. Women have had enough of old-style sanpro advertising, which they find patronising, and research has consistently shown us how refreshing they find the Alldays approach.'
The commercial was written by Matt Wheeler and art directed by David Chidlow. It was directed by Andy Lambert through Production International and Spectre. Media is through MediaCom.
No-one at the BACC was available to comment on the ruling.