A Bedfordshire company has been cleared of breaching advertising regulations with a radio ad for male incontinence pads.

SCA Hygiene Products' ad for Tena Men pads said that male bladder weakness “may be hard to talk about, but it's easy to do something about".

A listener complained to the Advertising Standards Authority that the ad could discourage men from seeking treatment for what could be a serious health problem.

Dunstable-based SCA agreed that male bladder weakness could be a symptom of a serious condition but said the ad was designed to raise awareness of the condition and to encourage more men to seek medical advice.

The radio industry's ad clearance body said the commercial was not likely to discourage men from getting medical treatment for incontinence.

ASA agreed, and ruled that the ad did not imply the product could treat bladder weakness or other, potentially more serious, health problems.