The UK regulators have banned an online dating advert for promoting ‘sexist and negative gender stereotypes’.
- Complainants criticised the ad for depicting harmful stereotypes involving an older man and younger women.
- Seeking.com defended the advert, claiming it was intended as a humorous depiction of dating preferences.
- Despite claims of humour, the Regulatory Authority confirmed that the ad breached guidelines on gender representation.
- The banned advert is part of a broader initiative by the ASA to eliminate sexism in advertising since 2019.
An advertisement from the online dating platform Seeking.com was prohibited by UK regulators on the grounds of promoting ‘sexist and negative gender stereotypes’. This decision followed complaints received by the Advertising Standards Authority (ASA), which argued that the advert perpetuated undesirable representations of gender roles.
The advert, posted on Reddit by Seeking.com, depicted an older businessman disposing of a woman’s photo in favour of images of four younger women clad in bikinis. It ended with the tagline ‘Be the catch’, with the women shown laughing and the further message, ‘Date on Seeking.com. JOIN FREE…4:1 women to men in real life’.
Seeking.com defended the advertisement, stating it was designed to humorously illustrate their dating services and was written and directed by women. They contended that it was not intended to be sexist or to stereotype, suggesting that individual dating preferences should not compel content removal.
However, the ASA determined that the advert did indeed convey harmful stereotypes, emphasising that it suggested women’s contributions were limited to their youth and physical appearance. Consequently, the advert has been banned, with Seeking.com advised to avoid portraying sexist or negative gender stereotypes in future marketing efforts.
Seeking.com has acknowledged the ASA’s findings and has removed the offending advertisement. The company’s history as a site known for facilitating ‘sugar daddy’ arrangements, where older affluent men provide financial incentives to younger women for companionship, has accompanied its reputation.
The advertisement’s ban is aligned with a broader strategy adopted by the ASA in 2019, which introduced a new regulatory framework targeting gender stereotypes in advertising. This policy has previously resulted in banning adverts from companies such as Philadelphia cream cheese and Volkswagen.
The ASA’s ban on the sexist advert underscores a continued commitment to addressing negative gender stereotypes in advertising.
