#PeriodsAreNotAPenalty is a campaign by female-founded period wear brand WUKA, urging government officials to ‘axe the tax’, aka the 20% VAT, on period sportswear. Three-time Olympian Hannah Riley MBE backs the campaign which comes at an exciting time for professional female sports. In case you didn’t know, the 2024 Olympics were the first-ever gender-equal games. By supporting women in this industry through campaigns like #PeriodsAreNotAPenalty, we can further help eradicate the gender gap in professional sports. You can help make period wear more accessible to women by signing an ‘open letter’ linked here, urging those in power to take action, or write to your MP directly.
As well as an exciting time for women in professional sports, WUKA hopes the political climate ahead will aid its mission. The new Labour government’s first budget will take place this October, and the first female chancellor of the exchequer will be at the treasury’s helm. With this context in mind, it isn’t unreasonable to hope this year could mark positive growth for gender equality in sports.
WUKA founder Ruby Raut says, “Periods shouldn’t be a penalty that keeps girls out of the game. We fought to remove VAT from period pants, and now it’s time to extend that equality to period sportswear. The continued taxation of these products is an outdated oversight that disproportionately impacts women, especially young girls and those from underrepresented communities. At WUKA, we believe nothing should hold you back during your period—it’s time for the UK government to eliminate this financial burden for women who want to stay active. We’re delighted to join forces with celebrated athlete and force of nature Hannah Miley MBE, as well as our partners to ensure no girl is left out of the water or off the pitch because of her period.”
Hannah Miley MBE says, “Menstruation happens regardless of participation in activities. It is unfair for those who menstruate to face extra financial burdens to engage in sports. We should not tax essential period-activewear items, making them more affordable and accessible.”
Periods affect people who menstruate daily; missing out on sports is just one part of this. In case you are wondering how widespread this issue is, research published by Women in Sport shows that, on average, 71% of girls avoid sports and physical activities whilst on their periods. Sadly, this statistic rises to 78% for the number of girls who have dropped out of sports because of their period. No one should have to sit on the sidelines due to their menstrual cycle. So, how can we provide further support towards girls and women to ensure they can continue with every aspect of life, even while menstruating? By demanding the government take action and make period wear, including period sports and swimwear, more accessible. No one should have to miss out on something because they can’t afford the right gear.
By limiting girls’ access to sports and physical activity, this issue is impacting the overall health of our female population. Sports are so important, especially for girls still in school. Sports allow participants to form connections with others and have fun. This has a positive impact on social and mental well-being. And, crucially, exercise is an important aspect of staying fit and healthy. All of this means the tax on period products is negatively impacting girls’ social, physical and mental well-being, hence the urgency. Women in Sport’s research shows that 43% of girls drop out of sport after primary school. This number is far too high, especially considering the amount of sports available to teenagers in the UK. We can’t have sports without the means to access them.
To make matters even worse, an article published on Metro highlights that 1 in 3 children leave primary school unable to swim. And in marginalised communities, these figures are even more alarming, with 95% of Black adults and 80% of Black children not swimming. Knowing how to swim is important for social benefits, as those who can’t may feel isolated around beaches or pools. And, as if it doesn’t go without saying, knowing how to swim is crucial for health and safety reasons. By supporting campaigns like #PeriodsAreNotAPenalty, which encourages girls to participate in sports by making the necessary products more affordable, we can help reduce the number of people unable to swim.
If you’re new to period wear, WUKA’s range comprises period underwear, sports leggings, shorts and swimwear. Access to period sports and swimwear means girls and women will feel better prepared to participate in physical activities. There are tremendous benefits for women here and a substantial environmental-positive impact. Reusable period wear helps to eliminate the need for single-use pads and tampons, thus reducing your carbon footprint.
If the government removes the 20% VAT tax on period wear, more girls and women will be able to afford it. This will have tremendous benefits for the number of girls and women participating in sports and physical activities each month and help increase gender equality in the professional sports industry. Plus, the environmentally positive benefits are 10-fold. It’s a no-brainer. We urge you to sign the petition and share the news wherever possible using the tag #PeriodsAreNotAPenalty.
