First for Women commercial was not a negative stereotype of all men!

The Advertising Standards Authority(“ASA”) recently ruled that a First for Women commercial was not a negative stereotype of all men and that the depiction of men as irresponsible and negligent drivers was in fact reasonable and justifiable. The complainant claimed that the First for Women commercial was sexist and offensive to men. The court noted that a hypothetical reasonable person would accept that advertisers use a certain amount of humour and exaggeration and as such would interpret the commercial with a proverbial “pinch of salt”. The Directorate has previously ruled in favour of First for Women on a similar complaint. http://www.asasa.org.za/ResultDetail.aspx?Ruling=6815

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