The United Kingdom’s
Ministry of Social Justice ad regulator has stricken two advertisements from the approved list for following longstanding gender stereotypes.
On Wednesday, the Advertising Standards Authority (ASA) announced that they “drew the line” over ads by Volkswagen and cream cheese maker Philadelphia for perpetuating the offensive stereotypes, according to DW.com.
In Volkswagen’s case, their ad featured men participating in adventurous activities, while women sat on a beach next to a baby buggy. According to the ASA, “images of men in extraordinary environments and carrying out adventurous activities” vs. “women who appeared passive” were stereotypical and not nice.
Volkswagen pushed back against the judgement, arguing that their advertisement featured men and women “taking part in challenging situations.”