An ad for cream cheese revealing sidetracked fathers leaving babies on a conveyer belt was banned by Britain’s ad regulator Wednesday under new guidelines against damaging gender stereotypes.
The Marketing Standards Authority said the advertisement for Philadelphia cream cheese “counted on the stereotype that males were unable to care for children in addition to women and indicated that the dads had stopped working to care for the kids effectively since of their gender.”
Parent business Mondelez U.K. argued that the ad shows a positive image of men taking a responsible and active role in childcare. It said it was “exceptionally dissatisfied” with the decision.
The marketing guard dog also banned a Volkswagen advertisement that reveals males doing daring activities and a lady sitting on a bench beside a child buggy.
” By juxtaposing pictures of males in extraordinary environment s and performing daring activities with females who appeared passive or participated in a stereotypical care-giving role, we thought about that the ad straight contrasted stereotypical male and female functions and characteristics in a way that provided the impression that they were solely associated with one gender,” the authority stated.
Geraldine Ingham, head of marketing for Volkswagen U.K., said the ad reveals both males and females “taking part in tough situations.”
Wednesday’s judgments are the first under rules that took result in June disallowing “gender stereotypes which are likely to trigger damage or severe or extensive offense.” Examples provided by the Marketing Standards Authority consist of representations of a guy stopping working to change a diaper or a female not able to park an automobile or advertisements that recommend ladies are exclusively accountable for cooking and cleaning.
The advertising authority does not have the power to enforce fines, however British broadcasters are bound by the terms of their licenses to adhere to its rulings.