'It does not make the taboo go away'-women's reactions to menstrual products advertisement videos

Advertisements for menstrual products and how they are perceived by viewers vary culturally. In Hungary, where menstrual education is a neglected field, the role of the media in conveying menstrual knowledge is particularly important. Comments from adult menstruating women on three different menstrual product advertising videos were analysed using thematic analysis. The first video focused on how women can get on with their everyday lives during their periods. The themes were pain and suffering, leaking and white shorts, and adjusting to menstruation. The second video conveyed an 'empathising, sensitising' type of message and used a menstrual-realistic approach. Identified themes within it were experiencing femininity, gender-roles and stereotypes, periods and childbirth, and intimate moments. The third video utilised a feminist-empowering narrative and led to the development themes of empowerment and open communication. The findings reflect the divisions that characterise women's rights issues in Hungarian society. While several menstruating adult women recognise and consciously resist menstrual shaming and tabooing, fear of violating privacy, and anxiety about openly expressing one's menstrual status remain tangible, causing taboo-busting videos to provoke resistance.