SHE SAID WHAT?: The Carefree ad has been causing a stir for using the word "vagina".

A television ad featuring the words "vagina" and "discharge" has prompted 20 complaints.

The Carefree underwear liner ad features a naked woman covered by a flower, telling females about normal body functions.

"Even that bit of discharge in between our period is our body working to keep the vagina healthy," an actor says.

Carefree said the ad, thought to be the first to use the words in New Zealand, sought to break down taboos and encourage the correct names for body parts.

But since it went to air, the Advertising Standards Authority had received about 20 complaints.

When the ad ran in Australia, it prompted 30 complaints in 24 hours, but it was found to be appropriate.