An online dating ad has been banned in the UK for its portrayal of ‘sexist and negative gender stereotypes’.
- The advert, posted on Reddit by Seeking.com, featured an older businessman rejecting a photo for four young women in bikinis.
- Complaints led the Advertising Standards Authority (ASA) to rule that the ad promoted harmful stereotypes of women.
- Seeking.com argued the video was a humorous portrayal and not intended to be sexist or stereotypical.
- The company removed the ad following the ASA’s decision to prevent similar future portrayals.
An ad from the US-based dating service, Seeking.com, drew criticism and regulatory action for its portrayal on the social media platform Reddit. The advert depicted an older businessman discarding a woman’s photo in favour of four young women clad in bikinis, ultimately presenting a message to ‘Be the catch.’ As the clip concluded, viewers were left with a statement emphasising a favourable female-to-male ratio on the site.
The ad was met with several public complaints, prompting an investigation by the UK’s Advertising Standards Authority (ASA). The complaints centred around the assertion that the advertisement reinforced ‘sexist and negative gender stereotypes.’ Specifically, it was said to suggest that women’s value is primarily in their youth and physical appearance, inadvertently glorifying the imbalance in status between older men and younger women.
In defense, Seeking.com claimed the ad was crafted with humour in mind, asserting that it did not intend to perpetuate sexism or stereotypes. The organisation highlighted that the content was ‘written and directed by women,’ suggesting that the creative intent was misunderstood. Despite this justification, they acknowledged the ad might have been perceived as excessive by some viewers, yet maintained it should not be grounds for censorship.
The ASA’s verdict was clear: the advert portrayed harmful stereotypes by implying that young women’s appeal lies solely in their attractiveness to men of higher status. Consistent with their regulatory framework established in 2019 to combat gender stereotyping in advertising, the ASA instructed that Seeking.com remove the video and refrain from similar content in the future.
Adhering to the ASA’s directives, Seeking.com promptly banned the ad, indicating their compliance with the ruling. This event underscores the broader regulatory landscape in the UK, which sees the ASA actively enforcing standards to mitigate sexism in advertising. Seeking.com, known for its ‘luxury’ dating focus and rebranding from SeekingArrangement.com in 2022, accepted the decision as part of adapting to these stringent measures.
The ASA’s intervention exemplifies its commitment to eliminating harmful stereotypes in UK advertising.
