FIFTY PER CENT of the population has one, yet the use of the word ''vagina'' in the latest Carefree advertisement has conservative groups shocked and complaints piling up.

The commercial for panty liners features a naked woman openly mentioning discharge and using the word ''vagina'' for the first time in an Australian television campaign. Previously, feminine hygiene advertisements have featured blue liquid, puppets and even men using pads to dress up as superheroes, deliberately avoiding the specifics of the topic.

Carefree said its research revealed that women didn't want their body parts to be referred to in euphemisms any more. ''They want honesty and clarity,'' a spokeswoman said.

But Family First said the word ''vagina'' was not one that should be used in general conversation and it could cause embarrassment to parents who have to explain it to young kids.