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A recent controversy involving leading sanitary pad brands in China has sparked an online uproar, with many women expressing frustration over products that are often smaller than advertised. The issue has compelled several manufacturers to issue public apologies and promises of reform.
The controversy began in early November when a series of viral social media posts revealed discrepancies between the advertised and actual sizes of sanitary pads. Influencers on platforms like Xiaohongshu demonstrated that many pads, including popular products from brands such as ABC, Sofy, and Space 7, were significantly smaller than the dimensions listed on their packaging.
A popular video showed an influencer measuring the absorbent portion of the pads — the part consumers actually use — and comparing it with the total pad length advertised. These revelations outraged many consumers, who demanded that manufacturers include the absorbent pad length on their packaging for transparency.
Investigations by media outlets further validated these claims. For instance, The Paper tested 24 products from eight major brands and found that 88% of them fell at least 10 millimeters short of their claimed lengths. The hashtag “sanitary pad length fraud” quickly gained traction on Weibo, amassing millions of views and sparking a heated debate.
One widely shared Weibo post summarized the public sentiment: “Sanitary pads are already incredibly expensive, and now they’re even falsifying the length. Do these companies have no morals?”
Although some discrepancies in product sizes are permissible under Chinese regulations — with industry standards allowing deviations of up to 4% — this technicality did little to quell the outrage. Many consumers saw the scandal as an exploitation of women’s needs.
As the scandal gained momentum, several sanitary pad brands attempted to address consumer concerns. However, their responses often backfired, further fueling public anger.
One of the most criticized incidents involved a customer service representative from an ABC distributor who dismissed a customer’s complaint, stating that a 10-20 mm discrepancy was “normal” and suggesting the customer switch to another brand if dissatisfied. Screenshots of the conversation circulated online, prompting a fresh wave of criticism.
ABC initially issued an apology on Nov. 13, acknowledging that the distributor’s comments had worsened the situation. However, the statement was widely criticized as insincere. Facing mounting pressure, ABC’s founder, Deng Jingheng, issued a more comprehensive apology on Nov. 22.
“I make no excuses here and once again sincerely apologize to everyone,” Deng said in a video posted on Weibo. He also announced that ABC aims to become the first company in the industry to achieve “zero negative deviation” from national standards. The company plans to release updated products by December and pledged to eliminate all size discrepancies by March 2025. In the meantime, ABC has pulled its sanitary pads from online stores such as Douyin and Taobao.
Other brands, including Shecare and Beishute, have also issued apologies, emphasizing their commitment to quality control and consumer satisfaction.
