The UK Advertising Standards Authority (ASA) has prohibited an online dating ad for perpetuating sexist stereotypes.
- The ad, from Seeking.com, was posted on Reddit and depicted an older man discarding a woman’s photo for four younger women in bikinis.
- Complaints highlighted how the ad reinforced harmful stereotypes, which Seeking.com argued was intended to be humorous.
- The ASA concluded the ad suggested women’s contributions are limited to youth and looks, resulting in its ban.
- This decision reflects the ASA’s ongoing commitment to eliminating gender stereotypes in advertising.
The UK Advertising Standards Authority (ASA), a regulatory body ensuring advertising adheres to ethical standards, has intervened to ban an online dating advertisement from Seeking.com. The ad, shared on the social media platform Reddit by the US-based service, portrayed an older businessman dismissing a woman’s photo in favor of four young women clad in bikinis. As the young women appeared to fall over with laughter, the ad featured the text: ‘Be the catch.’ It concluded with ‘Date on Seeking.com. JOIN FREE…4:1 women to men in real life.’
The advertisement drew substantial criticism, with complaints stating it was ‘sexist’ and perpetuated ‘negative gender stereotypes.’ The ASA conducted an inquiry and ruled that the ad did convey harmful stereotypes. They identified the implicit message that a woman’s role is defined primarily by her youth and physical appeal, which the advertisement appeared to accentuate.
Seeking.com defended their advertisement, asserting it was a humorous portrayal and did not intend to perpetuate stereotypes. They stated that the ad was created by women and should not be considered a basis for content removal. Despite their defense, the ASA’s ruling stood firm, indicating the portrayal suggested women have little to contribute beyond their appearance, leading to the ad’s prohibition.
This action by the ASA is consistent with its broader efforts to curb sexist representations in media. Since implementing a new code of practice in 2019, the ASA has banned multiple advertisements, including those from high-profile companies, that promote gender stereotypes. The ASA’s endeavor to foster a more inclusive advertising environment seeks to challenge and alter outdated perceptions.
Seeking.com, established in 2006 and known for facilitating ‘sugar daddy’ arrangements, is undergoing strategic restructuring. In 2022, the company rebranded and its founder, Brandon Wade, relinquished the role of CEO. In response to the ASA’s decision, Seeking.com acknowledged the findings and removed the contentious advertisement.
The ASA’s decision underscores a determined initiative to combat gender stereotyping in advertising and advocate for societal change.
