UK Government Withdraws COVID-19 Stay Home Ad Over ‘Sexist’ Stereotypes Of Women
Image via Shutterstock
The UK government has been forced to pull a ‘sexist’ advertisement that depicted outdated gender stereotypes.
The Stay At Home, Saves Lives COVID-19 poster showed women ironing, homeschooling or cleaning while the only man in it lounged on the couch. The infographic, which was created by creative agency Topham Guerin, faced allegations of sexism.
On Instagram, former editor of Sunday Times Style Magazine Lorraine Candy, commented, “Are there no intelligent, smart women advising the government about this? I am perplexed by the lack of awareness.”
Anna Whitehouse, a blogger, said, “Showing a man lounging about while women (and girls_ ‘do it all’ may bear some truth but it can’t be the blueprint from the top. How did this get signed off it 2021?”
The poster was quickly pulled and a spokesperson for the government said that it did not “reflect our view on women.” The Advertising Standards Authority (ASA) has played a crucial role in removing such advertisements. It states that campaigns “must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.”
One example of an ‘unacceptable’ poster if it “depicts a man with his feet up and family members creating mess around a home, while a woman is solely responsible for cleaning up the mess.”
UK Government withdraws 'sexist' Stay Home advert
— BremainInSpain (@BremainInSpain) January 28, 2021
The government said the ad did "not reflect" its "view on women" - The problem surely is they don’t notice. Just like with their hostile Home Office ads it takes criticism for them to see the obvious. https://t.co/rHMc2m0vO1
The UK government pulls an ad showing women staying home, cleaning, and home schooling... and one man on a couch. Not an image to promote but sadly a little too accurate in showing what are disproportionally *women's* simultaneous roles right now. https://t.co/cX8qRYXA9L
— Anna Bedford (@DrAnnaBedford) January 29, 2021
The #UK government has been lambasted for apparent #sexism after issuing a #socialmedia #ad showing women, but no men, undertaking domestic chores – including #homeschooling. Lone man lounges on sofa. @1CathyJ@KatharinaWolf #GenderEquality #COVID19https://t.co/vFoYQdLIWi
— Joseph J Nalloor (@medianut) January 29, 2021
Why more women need to be behind advertising idea conception and activation reason number 545201 #sexism #morewomenleading #womeninadvertising https://t.co/B2AXN1UuD4
— 🦋Corrin (@CorrinWoollcott) January 29, 2021
That this got through Comms at UK government in the first place demonstrates the #unconsciousbias that still pervades society. I mean, really? It's like a 1950s advert! #genderequality #covidcrisis https://t.co/cr3vDbAHZk
— Susan Harris (@SueAtAnthesis) January 29, 2021
[via BBC, cover image via Shutterstock]
