Ethical advice group bans sexist ads

ERK the ethical advice group have been real busy banning ads lately. The infamous Spank fashion ad and the bad body-pun ad from Pentax were both banned for passing the line of what is acceptable and clearly against the ICCs International code of advertising practice. [ .pdf here].
Tara Förlag was also slapped on the wrist for making bad ads - their campaign for their womans magazine "strengthens prejudice and support an old-fashioned view on the genders stereotypical roles. The campaign is thus demeaning to men and women in general which is against the ICC rules."
It was the copy that killed it, lines on the back of the ads read: "Whatever women do they must work twice as hard as men to get half the praise. Luckily, that's easy." and "All men are looking for the ideal woman - after the wedding". Tara Förlag said the lines were intended to be funny, but that didn't sway the jury of ERK.

Anonymous Adgrunt's picture
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caffeinegoddess's picture

That's interesting. I thought no one reads ad copy anymore. ;D

aiiobo's picture

It's somewhat reassuring to know that they still do - words have power - all hail the writers.

AnonymousCoward's picture

What authority does ERK/ICC have? Are they governmental? Quasi-governmental? Just a buncha uptight prudes?

Dabitch's picture

The ERK are a committe/advertising watchdog composed of advertising professionals - the ICC is the International Chamber of Commerce. ERK in Sweden did not ban nor even try the case of the by now infamous nude Sophie Dahl advert, the one that Paypal can't handle, so I wouldn't call them prudes. It's about sexism, not sex.

adlib's picture

hey dab give the adstudent a little break, he's just learning the ropes and rules.

as far as the sexist comments about men, I say good call ERK - now if only they could ban my missus from posting such statements on our fridge. Does sexist adcopy get reported often or is it more often images?

Dabitch's picture

I ain't hard on him, I'm answering the questions. Don't make me sprinkle emoticons everywhere sweetie dahlin'! (I know you're just yanking my chain anyway). Going through the archives of stuff ERK nixed it looks like copy alone is a major factor, 50% maybe.

adlib's picture

You're cute when you do emoticons.

Dabitch's picture

> : (

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