{"id":2586,"date":"2018-09-26T12:23:10","date_gmt":"2018-09-26T12:23:10","guid":{"rendered":"http:\/\/www.styledeals.co.uk\/blog\/distracted-boyfriend-advert-ruled-sexist\/"},"modified":"2018-09-26T12:23:10","modified_gmt":"2018-09-26T12:23:10","slug":"distracted-boyfriend-advert-ruled-sexist","status":"publish","type":"post","link":"https:\/\/www.styledeals.co.uk\/blog\/distracted-boyfriend-advert-ruled-sexist\/","title":{"rendered":"&#8216;Distracted boyfriend&#8217; advert ruled sexist"},"content":{"rendered":"\n<div property=\"articleBody\">\n<figure class=\"media-landscape no-caption full-width lead\"><span class=\"image-and-copyright-container\"><\/p>\n<p>                <img loading=\"lazy\" decoding=\"async\" class=\"js-image-replace\" alt=\"A distracted boyfriend looks at another woman while his girlfriend looks on in disgust\" src=\"https:\/\/ichef.bbci.co.uk\/news\/320\/cpsprodpb\/F0DA\/production\/_103585616_gettyimages-493656728.jpg\" width=\"976\" height=\"549\"\/><span class=\"off-screen\">Image copyright<\/span><br \/>\n                 <span class=\"story-image-copyright\">Getty Images<\/span><\/p>\n<p>            <\/span><\/p>\n<\/figure>\n<p class=\"story-body__introduction\">A Swedish internet company broke gender discrimination rules by using a popular meme in an advertisement, the country&#8217;s advertising regulator has ruled.<\/p>\n<p>Bahnhof posted a version of the &#8220;distracted boyfriend&#8221; meme on Facebook, to advertise job vacancies.<\/p>\n<p>The image, which shows a man looking at a woman in a red dress while his girlfriend looks on in horror, has been widely parodied online.<\/p>\n<p>But the regulator said the image was discriminatory to both men and women.<\/p>\n<p>Bahnhof&#8217;s version of the meme shows:<\/p>\n<ul class=\"story-body__unordered-list\">\n<li class=\"story-body__list-item\">&#8220;you&#8221;, the distracted boyfriend<\/li>\n<li class=\"story-body__list-item\">&#8220;Bahnhof&#8221;, the woman in a red dress<\/li>\n<li class=\"story-body__list-item\">&#8220;your current employer&#8221;, the girlfriend looking on in horror<\/li>\n<\/ul>\n<p>The regulator, Reklamombudsmannen, said the image objectified women by showing the man&#8217;s &#8220;appreciative reaction&#8221;.<\/p>\n<p>It was also &#8220;sexually discriminatory&#8221; towards men by &#8220;imparting a stereotype picture of men looking at women as being interchangeable&#8221;.<\/p>\n<figure class=\"media-landscape has-caption full-width\"><span class=\"image-and-copyright-container\"><\/p>\n<p>                 <span class=\"off-screen\">Image copyright<\/span><br \/>\n                 <span class=\"story-image-copyright\">Getty Images<\/span><\/p>\n<p>            <\/span><figcaption class=\"media-caption\"><span class=\"off-screen\">Image caption<\/span><br \/>\n                <span class=\"media-caption__text\"><br \/>\n                    The regulator said Bahnhof&#8217;s ad was sexist<br \/>\n                <\/span><br \/>\n            <\/figcaption><\/figure>\n<p>The regulator told the BBC the ruling was to be taken as advice on good advertising ethics.<\/p>\n<p>Bahnhof will not have to remove the image and will not be fined.<\/p>\n<p>In a statement, Bahnhof said: &#8220;Anyone who supports both the internet and meme-culture knows precisely how this meme is used and interpreted.<\/p>\n<p>&#8220;We explained both the purpose of the image and meme-culture for the regulator but they have chosen to interpret the post in a different way.&#8221;<\/p>\n<p>The ruling was largely ridiculed online by people who suggested the regulator had failed to correctly interpret the image.<\/p>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.bbc.co.uk\/news\/technology-45653519\">Source<\/a> by <a href=\"\">[author_name]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Image copyright Getty Images A Swedish internet company broke gender discrimination rules by using a popular meme in an advertisement, the country&#8217;s advertising regulator has ruled. Bahnhof posted a version of the &#8220;distracted boyfriend&#8221; meme on Facebook, to advertise job vacancies. The image, which shows a man looking at a woman in a red dress &hellip; <\/p>\n","protected":false},"author":0,"featured_media":2587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2586","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=2586"}],"version-history":[{"count":0,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2586\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media\/2587"}],"wp:attachment":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=2586"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=2586"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=2586"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}