Tampon adverts pulled

'OUTRAGEOUSLY TRANSPHOBIC': Libra has apologised and pulled a controversial tampon advert.

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Tampon maker Libra has apologised after its new ad was branded "outrageously transphobic" and caused a storm of controversy on social media websites.

In a statement issued tonight, Libra said it regretted any offence taken to the New Zealand television commercial, which implied transgender people are not real women because they don't menstruate.

"It was never intended to upset or offend anyone. Independent research was undertaken and the advertisement was viewed positively during that testing," the statement said.

"Libra takes all feedback very seriously, and in response to this, we will immediately review our future position with this campaign based on the feedback received.

"There are no further advertisements scheduled in New Zealand."

The ad depicts a drag queen and a blonde woman standing side by side in a nightclub restroom putting on mascara and lip gloss, and adjusting their bras competitively.

The blonde woman then pulls out her Libra tampon, leaving the drag queen to storm out of the toilets in a huff.

The ad, which wrapped with the catch phrase "Libra gets girls", faced strong criticism, with dozens posting harsh comments on the company's Facebook page.

One woman, Gabeh Lissette Gutierrez, posted: "I'm not sure what is more disgusting, the blatant transphobia or the inclination that a period is what defines a woman's femininity.

"Seriously, what were you thinking?"

Another poster, Miserys Malice, hit out at the "get girls" phrase, writing: "So, for the females who've gone through the likes of menopause or hysterectomies I suppose Libra failed to 'get those girls'?"

A handful of supporters defended the ad, saying the criticisms were political correctness gone crazy.

- AAP