Chinese Sanitary Pad Manufacturers Apologize Amid Claims of Shorter-than-Advertised Products

Leading sanitary pad manufacturers in China have issued apologies following accusations of distributing products that are shorter than their advertised dimensions. This development occurs amidst widespread public outrage, sparked by viral social media videos depicting Chinese women measuring popular brands of sanitary pads, which frequently revealed lengths falling short of those indicated on their packaging. The controversy has expanded to encompass wider complaints regarding women feeling disadvantaged by feminine hygiene items, a product category with a history of safety issues in China. Women in China have proactively highlighted quality deficiencies in sanitary pads, which represent the most widely utilized feminine hygiene product nationwide. One of the initial videos, uploaded on 3 November, featured a user on the Chinese social media platform Xiaohongshu inspecting nine different brands of sanitary pads using a measuring tape. The examination demonstrated that all tested products were shorter than the length specified on their packaging. The user questioned in her video, “Will cutting a few centimetres help you strike it rich?” These disclosures quickly triggered extensive criticism, as consumers accused sanitary pad producers of deceptive practices. A widely shared Weibo post stated, “The inflated sanitary pad length is just like the insoles under men’s feet.” During this period of public outcry, an investigation conducted by the Chinese news organization The Paper, which examined more than 20 distinct sanitary pads, revealed that almost 90% of the items were “shrunken,” measuring a minimum of 10mm less than what was declared on their packaging. Furthermore, the majority contained even shorter absorbent layers, designed to absorb menstrual flow. The Paper additionally reported that while national regulations for sanitary pads permit products to measure within 4% of their advertised lengths, these standards do not stipulate the required length for the absorbent layer within the pads. Subsequent to a deluge of complaints, local media outlets reported that authorities announced their intention to revise the existing national standard for sanitary pads. When confronted with customer inquiries and grievances regarding inconsistencies in its sanitary pad lengths, the well-known Chinese brand ABC intensified public anger. This occurred after its customer service reportedly told a complainant, “if you cannot accept [the length difference] then you can choose not to buy it.” ABC released a statement in mid-November, expressing that it was “deeply sorry” for the “inappropriate” reply and pledged to enhance its products to attain “zero deviation.” Other manufacturers, such as Shecare and Beishute, have also offered apologies. Chinese state media has also commented on the dispute, criticizing manufacturers for compromising quality. A Xinhua article stated, “As a daily necessity for women, quality of sanitary pads is directly related to the health and comfort of the user.” It added, “The problems existing in some products on the market cannot be ignored.” Sanitary pads represent the most frequently utilized feminine hygiene product in China, a market estimated to be worth $13bn (£10bn). Nevertheless, these products have previously garnered media attention due to safety concerns. In 2016, law enforcement dismantled a large-scale “fake sanitary towel” operation in southeast China, where millions of sanitary pads were produced in a facility lacking adequate hygiene standards and subsequently packaged under well-known brand names. In 2021, the prominent feminine hygiene brand Space 7 issued an apology and committed to an investigation after a woman alleged discovering a needle in one of its sanitary pads. This surge of anger also mirrors more general dissatisfaction among women regarding the quality of products designed for their use. A trending hashtag on Weibo questioned, “Is it that hard for sanitary pads to tackle women’s needs?” Another popular phrase that has emerged during this backlash effectively summarizes the widespread indignation: “Sanitary pads yield a centimetre; women yield for a lifetime.”