What’s behind the wave of apologies from sanitary pad makers in China?

Major sanitary pad manufacturers in China have issued apologies following widespread backlash over allegations they have been selling products shorter than advertised. The controversy erupted after viral social media videos revealed discrepancies between the stated and actual lengths of sanitary pads from well-known brands.

The uproar began on November 3 when a Xiaohongshu user posted a video measuring nine brands of pads with a tape, showing all were shorter than claimed.

Chinese news outlet The Paper later found that nearly 90% of the 20 sanitary pads it tested were undersized, with some falling short by at least 10 millimetres. The investigation also revealed that the absorbent layers, critical for menstrual flow, were often even shorter, triggering allegations that manufacturers were prioritising cost-cutting over quality.

Although national standards allow a 4% margin of error in pad lengths, they do not regulate the length of absorbent layers. Authorities have since announced plans to revise these standards, local media reported.

Amid mounting complaints, leading brand ABC sparked outrage when a customer service representative reportedly dismissed concerns with, "If you cannot accept [the difference], then don’t buy it." The company apologised on November 15, calling the response "inappropriate" and pledging "zero deviation" in future products. Other brands, including Shecare and Beishute, have also issued public apologies.

The wave of anger also reflects broader grievances felt by women over the quality of products meant for them, reported BBC.

Feminine hygiene items, a $13 billion market, have faced repeated safety scandals in China, including a 2016 bust of a counterfeit pad operation and a 2021 apology from Space 7 after a customer found a needle in one of its pads.