United Kingdom bans Philadelphia cream cheese ad because of ‘dopey dad’ stereotype

14 Août, 2019, 14:54 | Auteur: Christine Menetries

Three people complained about a Volkswagen eGolf vehicle ad which showed a sleeping woman and a man in a tent on a sheer cliff face, two male astronauts, a male para-athlete doing the long jump, before a final scene showed a woman sitting on a bench next to a pram.

TV adverts by Mondelez and Volkswagen are the first to be banned under new gender stereotyping rules.

A ban on ads featuring "harmful gender stereotypes" or those which are likely to cause "serious or widespread offence" came into force in June.

A Philadelphia cream cheese ad - which shows two new fathers getting distracted and leaving their babies on a conveyor belt - has been banned in Britain under new gender stereotyping rules.

Complainants said the ad showed men engaged in adventurous activities, that unlike her male counterpart, the female rock climber was "passive" because she was asleep, and that the woman with the pram was depicted in a stereotypical care-giving role. "Let's not tell Mum", he says with an embarrassed smirk after scooping up the tot", another user tweeted.

The Volkswagen ad featured males engaged adventurous activities alongside women sleeping or caring for a child. Over 125 viewers complained. "We are naturally disappointed", it said.

The ASA said the ad had a light-hearted and comical intent, but portrayed the men as "somewhat hapless and inattentive, which resulted in them being unable to care for the children effectively". "We did not consider that the use of humour in the ad mitigated the effect of the harmful stereotype".

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Neither ad can appear in its current form following the ruling.

The new rules follow a review by the ASA, published in 2017, which found that harmful stereotypes reinforced by advertising "can restrict the choices, aspirations and opportunities of children, young people and adults".

The "dopey Dads" commercial, as some social media users have dubbed it, was produced by the global confectionery, food and beverage company Mondelez, which owns Philadelphia.

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 ready?", prompted the regulator to look into all gender portrayals in advertising.

A study by data and consultancy firm Kantar showed less than one in ten adverts have an authoritative female in it, despite research which shows consumers respond better to women than men in adverts.

The ASA said it concluded that the ad presented gender stereotypes in a way that was likely to cause harm and therefore breached the Code.



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