Future Retirement Success
  • Politics
  • Business
  • Investing
  • Stocks
  • Politics
  • Business
  • Investing
  • Stocks

Future Retirement Success

Business

Match.com ad showing woman carrying out subservient tasks banned for being sexist

by October 5, 2022
October 5, 2022
Match.com ad showing woman carrying out subservient tasks banned for being sexist

A Match.com ad campaign featuring a woman performing subservient tasks for her partner such as making sure that football is on TV, and ensuring there are a fresh towel and socks ready for after his shower has been banned for being sexist.

The dating site ran a campaign on the video-sharing platform TikTok showing clips from a day in the life of a couple. The campaign opened with a voiceover of a woman explaining the tasks she does “that make him realise I’m a keeper”.

Other scenes show the woman preparing a protein shake and giving her partner a kiss while he relaxes with his feet up after a gym workout, making sure he has what he needs after using the bathroom and “putting the football on for him every evening”.

The Advertising Standards Authority (ASA), which introduced rules to reduce gender stereotyping three years ago, received a complaint that the campaign was sexist and perpetuated negative out-of-date gender roles.

Match.com, which ran the campaign with the strapline “Find your keeper”, said the ad used unscripted examples from real-world couples to “demonstrate that small gestures between couples were integral to successful relationships”.

The company also said the ad was part of a three-video series, which were launched at the same time, with one showing gestures carried out by a man for his female partner and the other showing small acts of kindness by both partners.

Still from TikTok that shows a woman standing and a man sitting down, with text that reads “I will make him his protein shake after the gym”

Match.com claimed overall the gestures were “not one-sided” and that although the woman was shown in a domestic setting the company did not believe that implied she did most of the household chores.

“For those reasons, [Match.com] believed that the ad did not portray that women must be subservient to men or that women should shoulder the burden of domestic chores,” Match.com said in a summary of its response to the ASA defending the ad, which it has removed from TikTok.

However, the company said that when seen in isolation the gestures made by the woman in the video that received the public complaint “could be deemed by some to be overly gender typical”.

The ASA, which introduced new rules around gender stereotyping to help stop “limiting how people see themselves and how others see them and the life decisions they take”, said that the ad created an impression of an “unequal relationship between the couple”.

“Because the ad relied on the stereotype of a woman carrying out domestic chores in order to please her male partner, we considered that viewers would interpret the ad as reinforcing a negative gender stereotype,” the ASA said.

The ASA also said the voiceover – which explained that she put the football on every evening and always has a towel and socks ready – “suggested that the gestures were habitual and undertaken by the woman regularly”.

The advertising watchdog said that connecting the woman doing domestic chores with becoming a “keeper” reinforced the idea that “women should be subservient to men in order to maintain a successful relationship”.

The ASA banned the ad ruling that it perpetuated negative gender stereotypes and was likely to cause harm and widespread offence.

Read more:
Match.com ad showing woman carrying out subservient tasks banned for being sexist

0
FacebookTwitterGoogle +Pinterest
previous post
1 in 5 businesses admit to greenwashing with half saying their sustainability efforts are failing
next post
Five ways Modern Multi Factor Authentication (MFA) secures businesses

You may also like

Dragons’ Den entrepreneur reaps rewards after rejecting offer...

June 20, 2023

HMRC customer service deteriorates to “all time low”

February 28, 2024

This Startup Is The Growth Engine of Growth...

September 14, 2022

Hidden cost of UK workplace sickness soars to...

July 31, 2024

Professional Gamification: Why and How Can It Benefit...

May 16, 2024

Maximising Workplace Motivation with Creative Breaks and Digital...

October 10, 2024

Vauxhall-maker warns Brexit threatens electric cars in UK

May 17, 2023

New Brexit trading rules could take more than...

March 7, 2023

Carmakers recover ground in first three month of...

April 28, 2023

Discovering the Latest in Engineering: Top Websites and...

June 12, 2024

    Get free access to all of the retirement secrets and income strategies from our experts! or Join The Exclusive Subscription Today And Get the Premium Articles Acess for Free

    By opting in you agree to receive emails from us and our affiliates. Your information is secure and your privacy is protected.

    Recent Posts

    • US and China hold London talks to ease trade war tensions

      June 9, 2025
    • British fathers urged to join landmark ‘dad strike’ over poor paternity leave

      June 9, 2025
    • IVF parents should have right to paid fertility leave, says GMB union

      June 9, 2025
    • Reform UK clashes with Bank of England over interest payments to lenders

      June 9, 2025
    • Trump ally stands firm against ‘big, beautiful bill’ despite pressure: ‘It’ll completely backfire’

      June 8, 2025
    • Rubio condemns assassination attempt on Colombian presidential candidate Miguel Uribe

      June 8, 2025

    Categories

    • Business (8,156)
    • Investing (2,019)
    • Politics (15,571)
    • Stocks (3,136)
    • About us
    • Privacy Policy
    • Terms & Conditions

    Disclaimer: futureretirementsuccess.com, its managers, its employees, and assigns (collectively “The Company”) do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

    Copyright © 2025 futureretirementsuccess.com | All Rights Reserved