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Old 14-08-2019, 10:24 AM   #1
Twosugars
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Default Ads banned for gender stereotyping

First ads banned for contravening UK gender stereotyping rules
Watchdog bans VW and Philadelphia ads with bungling dads and ‘passive’ women

Two television ads, one featuring new dads bungling comically while looking after their babies and the other a woman sitting next to a pram, have become the first to be banned under new rules designed to reduce gender stereotyping.

The Advertising Standards Authority (ASA) banned the ads for Philadelphia cream cheese and Volkswagen, following complaints from the public that they perpetuated harmful stereotypes.

The new rules, introduced at the beginning of the year, ban the depiction of men and women engaged in gender-stereotypical activities to help stop “limiting how people see themselves and how others see them and the life decisions they take”.

In the ad for Philadelphia, the Mondelez-owned cream cheese brand, two new dads were shown eating lunch at a restaurant where food circulated on a conveyor belt. While chatting they accidentally find their babies are whisked away on it. “Let’s not tell mum,” one of them says.

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Complainants said the tongue-in-cheek ad perpetuated a harmful stereotype suggesting men were incapable of caring for children and would put them at risk as a result of their incompetence.

Mondelez told the ASA it was stuck in a no-win situation, having specifically chosen two dads to avoid depicting the stereotypical image of showing two new mums handling all the childcare responsibilities.

The ASA banned the ad, saying it reinforced the idea that men were ineffective childcarers.

The ad for Volkswagen’s electric eGolf vehicle showed a series of scenes including a man and a woman in a tent on a sheer cliff face, two male astronauts, a male para-athlete and a woman sitting on a bench next to a pram. Text stated: “When we learn to adapt we can achieve anything.”

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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.

Volkswagen said its ad was not sexist and that caring for a newborn was a life-changing experience about adaptation, regardless of the gender of the parent depicted.

The ASA, however, “concluded that the ad presented gender stereotypes in a way that was likely to cause harm”.

Critics said the new rules were too draconian and that banning even the most innocuous use of gender stereotypes showed the watchdog had gone too far.
https://www.theguardian.com/media/20...eotyping-rules

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Old 14-08-2019, 10:30 AM   #2
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Taking the piss tbh. Ridiculous.
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Old 14-08-2019, 10:30 AM   #3
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A good step forward
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Old 14-08-2019, 10:34 AM   #4
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i find it difficult to get worked up about this type of thing when there is so much regression going on in the world
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Old 14-08-2019, 10:35 AM   #5
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i find it difficult to get worked up about this type of thing when there is so much regression going on in the world
I think steps like this are actively helping against regression, regression towards women and stereotyping in particular
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Old 14-08-2019, 10:42 AM   #6
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I've always found that Philadelphia one with the two new dads leaving their babies on a sushi thing really stupid anyway so im glad its banned
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Old 14-08-2019, 10:44 AM   #7
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Old 14-08-2019, 10:45 AM   #8
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Freedom is so much better than censorship. I hope one day we get it back again for everyone to enjoy.

The Nazis censor and ban, we shouldn't want to be like them.
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Old 14-08-2019, 10:48 AM   #9
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Thanks James for the vids, I finally managed to add them too.
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Old 14-08-2019, 10:50 AM   #10
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I dont really see why the VW one was banned.. shes just sitting there, it doesn't imply any major stereotype? the Philadelphia one makes out that dads are dumb so yeah I get why that one got banned
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Old 14-08-2019, 10:50 AM   #11
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I mean, if bans make ad makers less lazy then why not.
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Old 14-08-2019, 10:55 AM   #12
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Quote:
Originally Posted by Saph View Post
I dont really see why the VW one was banned.. shes just sitting there, it doesn't imply any major stereotype? the Philadelphia one makes out that dads are dumb so yeah I get why that one got banned
The man gets to do all the adventures and she's is not, stuck with a baby.
I think this one is worse than Philadelphia tbh
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Old 14-08-2019, 10:59 AM   #13
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they're **** ads anyway
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Old 14-08-2019, 11:07 AM   #14
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Ridiculous.
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Old 14-08-2019, 11:26 AM   #15
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Quote:
Mondelez told the ASA it was stuck in a no-win situation, having specifically chosen two dads to avoid depicting the stereotypical image of showing two new mums handling all the childcare responsibilities.
Well exactly, by these standards it seems that basically any depiction of domestic life is going to fall foul of regulations
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Old 14-08-2019, 11:30 AM   #16
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Quote:
Originally Posted by Twosugars View Post
The man gets to do all the adventures and she's is not, stuck with a baby.
I think this one is worse than Philadelphia tbh
So raising a child is not considered an adventure and something to celebrate? It's just being 'stuck with a baby'?
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Old 14-08-2019, 11:32 AM   #17
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Quote:
Originally Posted by MTVN View Post
So raising a child is not considered an adventure and something to celebrate? It's just being 'stuck with a baby'?
I think you're being deliberately obtuse here in not understanding the issue people may have with it
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Old 14-08-2019, 11:36 AM   #18
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Quote:
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I think you're being deliberately obtuse here in not understanding the issue people may have with it
No I am genuinely quite dumbfounded by it
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Old 14-08-2019, 11:37 AM   #19
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Quote:
Originally Posted by MTVN View Post
No I am genuinely quite dumbfounded by it
Maybe if you were a woman you wouldn't be
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You compare Jim Davidson to Nelson Mandela?
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Katie Hopkins reveals epilepsy made her suicidal - and says she identifies as a MAN
Quote:
Originally Posted by Livia View Post
Just because she is a giant cock, doesn't make her a man.
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Old 14-08-2019, 11:39 AM   #20
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Quote:
Originally Posted by Niamh. View Post
Maybe if you were a woman you wouldn't be
Well I am a man and I am also dumbfounded by the banning of the Phildapelphia father ad
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Old 14-08-2019, 11:41 AM   #21
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Quote:
Originally Posted by MTVN View Post
Well I am a man and I am also dumbfounded by the banning of the Phildapelphia father ad
Gender stereotypes have had a worse effect on women than men though
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Quote:
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You compare Jim Davidson to Nelson Mandela?
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I know, how stupid? He's more like Gandhi.

Quote:
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Katie Hopkins reveals epilepsy made her suicidal - and says she identifies as a MAN
Quote:
Originally Posted by Livia View Post
Just because she is a giant cock, doesn't make her a man.
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Old 14-08-2019, 01:06 PM   #22
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Quote:
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Gender stereotypes have had a worse effect on women than men though
Yeah, who knows what will come of a formation of pixels making the shape of a woman sitting down!!
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Old 14-08-2019, 01:09 PM   #23
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Quote:
Originally Posted by MTVN View Post
So raising a child is not considered an adventure and something to celebrate? It's just being 'stuck with a baby'?
How about the bloke goes to the park with the baby and she gets to experience weightlessness for a change, huh? Huh?
It's his baby too. Share responsibilities, not go off ****ing about god knows where

Last edited by Twosugars; 14-08-2019 at 01:12 PM.
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Old 14-08-2019, 01:10 PM   #24
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Quote:
Originally Posted by Oliver_W View Post
Yeah, who knows what will come of a formation of pixels making the shape of a woman sitting down!!
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Quote:
Originally Posted by GiRTh View Post
You compare Jim Davidson to Nelson Mandela?
Quote:
Originally Posted by Jesus. View Post
I know, how stupid? He's more like Gandhi.

Quote:
Originally Posted by Isaiah 7:14 View Post



Katie Hopkins reveals epilepsy made her suicidal - and says she identifies as a MAN
Quote:
Originally Posted by Livia View Post
Just because she is a giant cock, doesn't make her a man.
Spoiler:

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Old 14-08-2019, 01:25 PM   #25
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Does anyone remember that Scottish independence ad ' the woman who made up her mind'? That would never pass this. I remember commenting at the time... er, is it just me..can anyone else see how patronising this is? :/
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