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Philadelphia and VW ads banned for gender stereotyping

  Philadelphia Cheese Ad

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The Philadelphia Cheese ad showed children being left behind on a restaurant conveyor belt

TV commercials from US food giant Mondelez and German automaker Volkswagen are the first to be banned under the new British gender stereotypes.

Ban on ads with "harmful sexual stereotypes" or those likely to cause "serious or" widespread criminality "came into effect in June.

The first prohibited ad for Philadelphia cheese showed two dads holding a baby on one

The other, VW ad, showed that men were adventurous while a woman was sitting by a stroller.


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28 people complained to the Advertising Standards Authority (ASA) about the Mondelez advertising for their Philadelphia cheese, in which two dads left a baby on a conveyor belt for restaurant buffets when they were distracted by police food.

Complainants said the advertising had saved a harmful stereotype by claiming to be men could not look after children and be so incompetent that they would endanger young people. [19659013] Image copyright


The VW ad showed a woman with a stroller when the eGolf car drives by

Meanwhile, three people complained about an ad for the Volkswagen eGolf car.

It showed a sleeping woman and a man in a tent on a steep cliff, two male astronauts swimming in a spaceship, and a male paragolf. The athlete makes the long jump before moving on to the last scene where a woman is sitting on a bench next to a stroller.

The complainants alleged that the ad maintained harmful gender stereotypes by showing men performing adventurous activities, as opposed to a woman in a caring role.

"Code Violated"

Mondelez UK argued that the ad had a positive image of men with a responsible and active role in childcare in modern society. It said it chose to present a pair of dads to avoid a stereotype of new mothers being responsible for children.

ASA said the ad had a light-hearted and funny intent, but she described the men as "a bit unhappy and inattentive." As a result, they were unable to effectively take care of the children. "

The ad stated that men were unable to take care of both children and women, and that fathers had not cared for the children, children were correct because of their gender".

Volkswagen UK said its ad has no indication that childcare is exclusively associated with women, and the fact that the woman is quiet and reading in her advertising may be viewed as a violation of the stereotypical image of harassed or anxious parents in advertising.

ASA said the ad presented gender stereotypes "in ways that are likely to do harm and therefore violate the Code." It was pointed out in advertising that stereotypical male and female roles are associated with only one gender and adventurous activities "with women who appeared to be" passive "or who had a stereotypical role in nursing."

The ASA introduced its ban two months ago because some representations could play a role in "limiting people's potential".

The new rules apply to both broadcast and non-broadcast advertising, including online and social media advertising.

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