Advertising watchdog Ad Standards has dismissed a complaint claiming a New Corp ad is 'sexist'.
The Pay TV advertisement features a man and a woman in a kitchen. The man is looking at his phone and asks, "Have you seen the news?". He shows her a news article with the heading, "Captain blindsided by team changes" and she seems uninterested.
He swipes to another article with the heading, "Ex-NRL star in new show" and the woman is more interested. A voice-over says, "For sports news that matters to you, be on it at news.com.au."
News Corp ad via AdStandards.
The complaint raised concerns that the ad uses gender stereotypes and therefore breaches AANA Code of Ethics\2.1 discrimination or vilification.
"Their 'For Sports News That Matters To You' ad reinforces harmful, old fashioned, and lazy stereotypes about women. It is sexist," the complaint stated.
In response, News Corp denied the breach as they believe the ad does not discriminate against or vilify any of the characters.
"The overview and script provided for this advertisement does not in any way reflect unfair or less favourable treatment of either of the characters present," News Corp said.
"To show Rose being interested in one type of content on our website but not another, without adverse consequence, is simply neither discriminatory nor does it vilify Rose."
In agreeance Ad Standards dismissed the complaint because while some members of the community may consider that women are not interested in sport is a stereotype, however the Panel considered that while this stereotype is outdated, it is not itself inherently negative.
The Panel considered that the advertisement depicts a couple who are interested in different things, and the woman is not treated unfairly or less favourably due to her lack of interest, nor does she experience any adverse consequences. Rather, the man makes an effort to find a sports related article that she may be interested in.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.