Sexism In Advertising Is Fine… So Long As It’s With Men

Sexism In Advertising Is Fine… So Long As It’s With Men
SHARE
THIS



The UK’s advertising watchdog appears to have double standards when it comes to ruling on sexism in campaigns involving men and women.

The Advertising Standards Authority (ASA) reportedly received 120 complaints over a Paco Rabanne commercial showing a young Adonis getting naked for a bath while a group of women watched on in awe.

People argued the ad sexually objectified the man and was offensive, but the ASA ruled against banning it, saying the man’s attractiveness was displayed in a “light-hearted, humorous way, rather than in a degrading or humiliating manner”.

“The ad did not objectify the male character and we concluded it was unlikely to cause serious or widespread offence,” the watchdog said.

Meanwhile, a retro-style poster for Tunnock’s teacakes also caught the attention of the ASA, which showed a female tennis player hiking her skirt to reveal a thigh and a little bit of her knickers.

Tunnock's Tea Cakes

It got just a single complaint, but the ASA banned it anyway, saying it was “socially irresponsible” and objectified women in a way that could cause “serious offence”.

“We noted the ad depicted a woman lifting her tennis skirt while holding a tea cake beside her hip, in place of where a tennis ball would usually be held, with her bare thigh exposed and her underwear clearly visible,” the watchdog said.

“While we acknowledged the ad was placed opposite an arena hosting a tennis match, we considered it nevertheless bore no relevance to the advertised product.

“We considered the phrase ‘serve up a treat’ would be understood to be a double entendre, implying the woman featured in the ad was the ‘treat’, and considered this was likely to be viewed as demeaning towards women.

“We considered that although the image was only mildly sexual in nature, when combined with the phrase ‘serve up a treat’, it had the effect of objectifying women by using a woman’s physical features to draw attention to the ad.”

B&T would love to know your thoughts on sexism in advertising. Comment below!

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's Awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]

Fox Sports Alexa Skill Launches In Alexa Skills Store
  • Media
  • Technology

Fox Sports Alexa Skill Launches In Alexa Skills Store

Australian sports fans can now tune into Fox Sports News live on their Amazon Echo device. From today, Alexa users will be able to add the new Fox Sports Alexa skill to their daily routine by asking “Alexa, play the Fox Sports live stream.” The Fox Sports Skill will deliver sports fans a live stream […]

Theory Crew PR Bags Four New Accounts & Appoints Ex-Bauer Staffer
  • Advertising
  • Media

Theory Crew PR Bags Four New Accounts & Appoints Ex-Bauer Staffer

Melbourne PR and influencer marketing agency Theory Crew will be taking on the public relations for iconic bag ware brand Crumpler, premium audio company Master & Dynamic, contemporary audio label PURE and expert financial firm Lifewealth Group. It’s all systems go for Theory Crew – cementing 2018 as its fastest growing year since inception in […]

Convenience Advertising Launches National Digital Network
  • Advertising
  • Media

Convenience Advertising Launches National Digital Network

Australian out-of-home media company Convenience Advertising today unveiled its new world-first digital narrowcast network. The new advertising and content platform, CaptiVision sees a network of interactive digital screens installed across Convenience Advertising’s footprint of bathrooms in Australia’s leading premium locations, including high-traffic airport and retail shopping centres such as Sydney Airport and Chadstone Shopping Centre. Designed to meet the increasingly […]