A Philadelphia cream cheese ad could soon be banned, under new regulations relating to stereotypes put in place by the UK’s Advertising Standards Authority (ASA).
The cream cheese ad shows two new fathers that become distracted once they indulge in the cheese and leave their babies on a conveyer belt.
But the ad is now under fire, with the ASA revealing it had received 32 complaints regarding the ‘dopey dad’ bit.
“We are currently assessing the complaints to determine whether there are grounds for further action,” an ASA spokesperson told The Telegraph.
The complaints largely relate to a new rule the authority put in place this month, that bans “harmful gender stereotypes in ads”.
“Complainants have challenged whether the ads break our new rule banning harmful gender stereotypes by implying that fathers are not capable of caring for babies as well as mothers,” said the ASA spokesperson.
The new rules do not ban the concept of gender stereotypes entirely, rather they focus on adverts where these stereotypes.
The ASA specifically gives the example of: “An ad that depicts a man or a woman failing to achieve a task specifically because of their gender e.g. a man’s inability to change nappies; a woman’s inability to park a car,” as an ad likely to be problematic under the new rule.
A spokesperson from Mondelez International – the owner of Philadelphia – said: “It was never our intention to cause any offence with our new Philadelphia advert.”
“We take our advertising responsibility very seriously and work with a range of partners to make sure our marketing meets and complies with UK regulation.
“This includes pre-approval from a recognised television advertising body, before it is aired to the public.”
The United Nations Development Programme has launched its largest and boldest global advocacy and behaviour change campaign to date, “Don’t Choose Extinction” via Wunderman Thompson Australia. The campaign created by Wunderman Thompson Australia, in collaboration with Activista, Framestore and Mindpool, the “Don’t Choose Extinction” campaign is designed to engage the world in a drive towards […]
Eight years after opening their doors in Sydney, production company, Entropico has opened in the US. Co-founders Harry Hunter and Erin Moy share with B&T, how they’ve managed to expand and thrive during a pandemic. Entropico has an integrated approach to creative production. The production house is known for investing in new talent, as opposed […]
In a push to drive increased vaccination numbers and reduce the gap in numbers between First Nations people and the general population, New Word Order were tasked with creating one of the first bespoke COVID-19 vaccine websites in Australia. This new website fills a vital gap in the market by providing vaccine information directly to Aboriginal and Torres Strait Islander communities.
Foxtel Media today announced the launch of FOXTEST, a new initiative to help brands explore the future frontiers of advertising. Representing an investment of $3 million, FOXTEST will see Foxtel Media partner with brands to run experiments across advertising content, experience, and data. FOXTEST is born from on-going campaign innovations with brands such as Hyundai, […]
Adobe HAS kicked off Adobe MAX 2021, the largest creativity conference in the world. The company delivered innovation across Creative Cloud flagship applications and introduced new collaboration capabilities to fuel new levels of creativity for millions of customers worldwide, from students to social media creators to creative professionals. It is another big year for Adobe who have […]