VW Ad Banned In UK For Stereotyping Women As Caregivers

The United Kingdom is inching closer to a no-deal Brexit, but that hasn’t stopped the country from focusing on what really matters – commercials that aren’t politically correct.

While the UK is known for banning ads that show aggressive driving, the BBC says a Volkswagen commercial was among the first to be banned for showing “harmful gender stereotypes.”

As you can see in the clip, men are shown doing exciting things such as sleeping on the edge of a mountain, working on a space station and overcoming a disability by performing a long jump. While that doesn’t sound too out of the ordinary for a car commercial, the ad was banned because the most prominent woman in the video was simply sitting on a bench next to a stroller.

The UK’s Advertising Standards Authority (ASA) said they received three complainants about the commercial from viewers who felt it “perpetuated harmful gender stereotypes by showing men engaged in adventurous activities in contrast to a woman in a care-giving role.”

Volkswagen defended the ad by saying the core message was humans can adapt to challenges and change. The company went on to say they “did not think that a climber, astronaut, or athlete competing in a Paralympic sport were gender stereotypical roles or occupations.”

Also Read: Audi R8 Ad Banned In UK After Viewer Complained To ASA

The ASA wasn’t moved by Volkswagen’s argument as their ruling stated “While the majority of the ad was focused on a theme of adapting to difficult circumstances and achievement, the final scene showed a woman sitting on a bench and reading, with a pram by her side. We acknowledged that becoming a parent was a life changing experience that required significant adaptation, but taking care of children was a role that was stereotypically associated with women.” As a result, they concluded the ad presented gender stereotypes in a way that was “likely to cause harm and therefore breached the Code.” This means the e-Golf ad, in its current form, can never be aired again.

Ironically, the ad is now experiencing the Streisand effect as the ASA’s ban caused the commercial to be widely shared online. Effectively, they’ve ended up promoting something they consider harmful.

 

  • Matthijs

    I hate the time we are living in now sometimes. Only THREE people complained, probably whining white woman with dreadlocks who whine about everything. And of course a company gives in. Cause everybody is so afraid to offend anyone. Grow some balls, people

  • Thomas Elkins

    67.53 million people in the United Kingdom and all it takes is 3 people being offended to get something band? The human race is truly doomed.

    • Thetruthísntalwayspopular

      meanwhile Knife crime rampant while police arrest people for “offending” on Twitter.

      • Knotmyrealname

        Or people are thrown in jail for making a Muslim rapist ‘anxious’ outside a courthouse.

        • Anony Mousse

          No, people are thrown in jail for jeopardising the trial which would put that rapist in prison.

      • Dark Rebel

        Well one can’t criticize the people that do those crimes the most as the left would call said person some type of “ist” word.

  • Ben

    I honestly do hate how social trends are now. I really do.

  • TheBelltower

    At first I was like “give me a f*ck!ng break with this nonsense.” But after watching the video, yeah, VW could have done this better. Though I wouldn’t be surprised if this was a marketing gimmick to get free viral views.

    • Ben

      What’s the issue with the video?

  • Stigasawuswrecks

    So it’s a bad stereotype for a woman to be a mom now? People suck today. People need to go and find some real problems to fix.

    • Ben

      Yup, something women love to do and have done for eons is now offensive. Continuing the human race and carrying for a child is a great offense! And shall not be tolerated!

      • Big Black Duck

        well said…we should get all our heads out from our a$$es and get some fresh air.

    • Adam

      Not at all. The ad showed men doing all manner of things but the only woman in the ad was relegated to child rearing. That’s the issue, not the woman being a mum.

      • Knotmyrealname

        And out of all occupations, a person that looks after future generations is nothing to be ashamed of or considered inferior. It’s the women that have the issues, not men.

      • Paulbe

        Relegated? Is that how much you value parenting?

        • Adam

          Not at all. I value parenting and I don’t agree with the ad being banned. I see it as nitpicking by the 3 people who complained. My comment was explaining why it was banned in the first place.

      • erly5

        And child rearing is probably the most difficult of those activities shown. Why does the ASA cave in to 3 people? And I’d really love to know in what way this commercial could cause harm.

  • Paul

    Oh, please….

  • I’D SAY BANNING IS A BIT EXTREME BUT I DON’T EVEN KNOW WHAT VW IS TRYING TO SELL HERE. I’M GUESSING IN THE FANTASY THEY CREATED, THE “ADVENTUROUS” GUYS PROBABLY HAVE “ADVENTUROUS” MATES WHILE THE HOMEBODY WOMAN PROBABLY HAS A HOMEBODY HUSBAND CHANGING DIAPERS.

    SOCIETY IS IN TRANSITION THESE DAYS AND I SEE THE RESISTANCE IN THE COMMENTS. WE SEE WOMEN DOING THINGS NEVER DONE BEFORE AND BOYS, YOU’RE GONNA HAVE TO DEAL WITH IT IF YOU TRULY LOVE THEM.

    • SteersUright

      Always great comments.

    • Julien Lachemoi

      What do women do now that they didn’t before ?

      • RUN FOR PRESIDENT, FIGHT IN THE MILITARY…

        • Paulbe

          Well, that’s gone well so far.

  • Six_Tymes

    I AM OFFENDED how dumb this is, and how stupid the complainers are. And screw VW for caving in to the bullies demands.

  • Kash

    You know they can’t just cut the lady’s scene out and re-air it either because then it’ll get dropped for not having any women in it at all.

    • Jim Ragland

      Strong independent women.

  • ChrisInIL

    Meanwhile, in other news, Broadmoor Hospital reported a significant number of patients escaped, and were last seen running the ASA……

  • CJKnox

    Let me guess, they also expect fathers to breastfeed too? Haha

  • Big Black Duck

    our society is getting f*cked up all the time…

    • Bo Hanan

      “is??”

  • Aeromann

    It should be two guys instead of this woman.
    Welcome to the new world order.

  • Cavallino Rampante

    Unfortunately, despite protests from the masses, those in the know at the top are not likely to back down on poltical correctness.

    • Paulbe

      Indeed, they know they are winning.

  • Exotics

    Women are caregivers

  • Thetruthísntalwayspopular

    Sick of the rest of the western world importing this garbage from Americans. Is it not bad enough we have to put up with your pigswill fast food chains, that you set this dirge on us too?

    • Mr. EP9

      Sorry about that. People have been trying to fight against it but they have been getting de-platformed, censored, and slandered by the media. Not to mention with social media giants in their corner there’s only so much one can do.

      • Thetruthísntalwayspopular

        Keep fighting the good fight.

  • Thetruthísntalwayspopular

    Well it depends if the magazine was in a language she didn’t know.

  • Dark Rebel

    The UK is a tiny fraction of its former self. This is truly ridiculous. One can’t win with these lunatics. If they did the ad without a woman then they surely would complain.

  • Stephen G

    These people should be ashamed to think that raising a child is somehow less of an accomplishment than sleeping on the edge of a mountain, working on a space station or overcoming a disability by performing a long jump.

  • Scott K

    I get the intent of removing bad stereotypes, but they’re not bad stereotypes. Banning the ad just implies women can’t be mothers or men can’t enter the science field.

    In 50 years the needle will have swung the other way where the stereotypes are the opposite and they’ll have to correct it again.

  • WOW, ONE WHOLE DAY WHILE DADS OUT PLAYING.

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