EDITORIAL: Alldays gets BACC's knickers in a twist

Mention sanpro advertising and stock action-woman shots, close-ups of white-trouser-clad crotches and vials of blue liquid spring to mind. But it seems agencies may not be to blame for their reluctance to be more adventurous when it comes to advertising sanitary protection; could it be that responsibility for such bland and formulaic campaigns actually lies squarely with the regulators? The BACC's decision last week to outlaw D'Arcy's ad for Alldays Black pantyliners because of its racy tone has condemned the UK to suffer the old unchallenging formula. Meanwhile, the rest of Europe welcomes sanpro advertising into the 21st century.

Mention sanpro advertising and stock action-woman shots, close-ups of white-trouser-clad crotches and vials of blue liquid spring to mind. But it seems agencies may not be to blame for their reluctance to be more adventurous when it comes to advertising sanitary protection; could it be that responsibility for such bland and formulaic campaigns actually lies squarely with the regulators? The BACC's decision last week to outlaw D'Arcy's ad for Alldays Black pantyliners because of its racy tone has condemned the UK to suffer the old unchallenging formula. Meanwhile, the rest of Europe welcomes sanpro advertising into the 21st century.



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