Even if you cannot speak or understand French, what the image in this ad suggests is extremely offensive. This Tampax poster that recommends the use of their feminine hygiene product has gone way below the belt, no pun intended, by letting a fish dangle below a woman’s crotch. If they want to sell their feminine wash, deliberately insinuating that a woman’s groin area smells like a fish is a horrible way to go about it.

Many women are self-conscious about vaginal odor, and though bacterial vaginosis is common among women of childbearing age, the fishy scent that accompanies this condition is not something women would openly discuss—or, in this case, want to be splashed all over billboards and flyers.

When translated, the caption reads, “I am like a fish in the water.” Well, that did not help save this ad from being offensive.