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Home / World / Sexist ads for Volkswagen and Philadelphia banned over gender stereotypes

Sexist ads for Volkswagen and Philadelphia banned over gender stereotypes



The ads for Volkswagen and Philadelphia cream cheese were investigated by the UK Advertising Standards Agency (ASA) after they complained they perpetuated gender stereotypes.

[commercials] shows a number of ordinarily male People taking part in adventurous activities – two male astronauts in space and a male athlete with a prosthetic leg doing the long jump.
"We acknowledge that becoming a parent has a life-changing experience that requires significant adjustment, but taking care." of children what a role that stereotypically associated with women, "the body added in its ruling.

A second commercial for Philadelphia cream cheese showed two dads looking at their children at a restaurant with a conveyor belt.

The men become distracted by the food that they loose sight of their babies, who ends up circling the restaurant on the belt. "Let's not tell mom," says one, after rescuing his child. Over 1

25 viewers complained.

"We acknowledged the action that was light-hearted and comical and there was no sense that the children were in danger," the ASA said in its decision.

"We considered, however, that the men were portrayed as somewhat hapless and inattentive, which resulted in being unable to care for the children effectively," they added.

A spokesperson for Mondelez International [1965-905]

[Neither ad can appear in its current form following the ruling ] MDLZ ) which produces Philadelphia, said the company was "extremely disappointed" with the decision.

"We take our advertising responsibility very seriously and work with a range of partners to make

Problematic ads can 'contribute to inequality'

ASA published in 2017, which found that harmful

A public furor over a 2015 poster on the walls of London's subway system, showing a woman in a bikini with the words " Are you beach body re

 This controversial 2015

The ad – for a weight-loss product – not initially banned by the ASA due to its health claims.

"Guy Parker, chief executive of the ASA, said in a statement in June," Our evidence shows how gender stereotypes in "can contribute to inequality in society, with costs for all of us."

The ASA said commercials wanting to be "glamorous, attractive, successful, aspirational or healthy people or lifestyles."

CNN Business has been contacted Volkswagen [] VLKAF

) for comment.


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