Ruby Raut
CEO and Co-founder, WUKA
Join the campaign #PeriodsAreNotAPenalty to end VAT on period swimwear. Support women’s health, dismantle period stigmas and help young athletes stay active.
Known for advocating VAT removal on period underwear, WUKA now addresses the 20% tax on period swimwear, which remains despite last year’s VAT removal on period pants.
End period tax stigma
WUKA’s latest campaign aims to dismantle period stigmas and inequalities in women’s health, believing that the period tax hinders young swimmers and athletes — especially girls — from participating in physical activities during their periods.
Backed by Olympic champion Hannah Miley MBE and numerous period-positive partners, the brand has launched the #PeriodsAreNotAPenalty campaign, urging people to sign an open letter urging the UK Government to remove the VAT on period sportswear.
Reasons to remove sport barriers
On average, 71% of girls avoid sports and physical activities during their periods. This figure rises to 78% among girls who have dropped out of sports. The burden of managing periods, coupled with the additional cost of specialised sportswear, deters many from staying active. In marginalised communities, these figures are even more alarming: within the black community, 95% of adults and 80% of children don’t swim; within Asian communities, 93% of adults and 78% of children don’t swim (Sport England).
On average, 71% of girls avoid sports
and physical activities during their periods.
Nothing should hold you back during periods
To underscore the key message of the campaign, Hannah Miley MBE explains: “Menstruation happens whether you are taking part in an activity or not. It does not seem fair that those who menstruate are faced with the extra financial burden in order to take part in their sporting activities.”
Taxing period swimwear products is an outdated policy that unfairly affects women. WUKA Founder, Ruby Raut, says: “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.”
How to support the campaign
Sign the open letter. Make your voice heard: shout about the campaign, share this article with your friends or on social media using the hashtag #PeriodsAreNotAPentalty. Write to your MP and urge them to support the campaign.
Visit https://wuka.co.uk/pages/period-pants-tax for more information and to read WUKA’s open letter.
