AI-Generated Ad Stigmatizes Menstruation, Prompting Backlash and Apology
AI-generated advertising for baby sheep period products mocked menstruation, prompting consumer backlash. The brand removed the video and apologized, stating it was an oversight in the AI content generation process.
What happened
Baby sheep, a brand selling period products, published a short video advertisement featuring three women in sportswear. In the video, one woman held her nose and fanned the air while saying, 'Who got their period? I can smell it from behind.' Another woman replied embarrassed, 'Sorry, it's me.'
The brand's customer service stated the video was auto-generated by AI and did not know when it was posted.
Reported impact
The advertisement sparked backlash from consumers who found the content stigmatizing toward menstruation and disrespectful to women.
Index analysis
The AI system generated content that undermined the brand's own product by mocking a normal bodily function that the product is designed to address.
Governance controls
The brand took down the video and issued an apology, stating, 'Menstruation is a very normal biological phenomenon, and we fully respect women's normal physiological needs.' The brand acknowledged the incident was an oversight and said it would reflect and improve.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.