ASA rules against Match.com on portrayal of offensive gender stereotypes

What does the ASA’s recent ruling on Carpetright’s banner ads tell us about its approach to “up to” or “from” price promotions?

The key takeaway

The ASA is continuing to clamp down on ads that may cause harm and offence by perpetuating negative gender stereotypes. Great care must be taken whenever ads depict the interplay between men and women, whatever the background context.

The background

In June 2022, Match.com posted a TikTok which depicted a woman carrying out gender stereotypical acts for her male partner. The woman was seen making a protein shake for her partner, whilst he was sitting down with his feet up, and a female voiceover in the background stated, “things that make him realise I’m a keeper. I will make him his protein shake after the gym”. The female voice went on to say, “I always make sure he has a fresh towel and socks after his shower” whilst she was shown arranging a towel and pair of socks in the bathroom.

Match.com explained that it was their intention to portray that small gestures between couples were an important part of all successful relationships. Whilst the focus was small acts of kindness in a relationship, they clarified that they had contacted real couples and asked them about everyday gestures they did for each other.

Match.com also emphasised that this was one ad of a three-part series featuring the same couple, all posted on the same day, further adding that all ads could have been viewed consecutively. Although all the ads were told from the woman’s perspective, the other two featured alternative perspectives of the same theme: “things that make me realise he’s a keeper” and “small gestures we do for each other that make me realise he’s a keeper”. Nonetheless, the ASA held that it was not self-evident that the ad was part of a wider series of ads and therefore, in isolation, “the title, when viewed in the context of the ad, reinforced the idea that women should be subservient to men in order to maintain a successful relationship”.

The development

The ASA understood that the ad sought to highlight small gestures of kindness performed in relationships and that the ad in question centred on the actions carried out by a woman for her male partner in their relationship. However, it was also noted that all gestures performed by the woman were domestic chores and one-sided: they were not reciprocated by the man.

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing Practice (the CAP Code) states that ads must not include gender stereotypes likely to cause harm, or serious or widespread offence. CAP guidance also makes it clear that ads should be careful to avoid suggesting stereotypical roles or characteristics are always uniquely associated with one gender.

The voiceover of the ad was considered by the ASA as well as the title and visuals. They found the wording used suggested habitual gestures regularly undertaken by women. Meaning, it was not obvious that the woman’s actions were “one-off” acts distinguishable from chores. The acts were also viewed as being undertaken solely for the benefit of the man, not the woman. As a result, the ASA concluded that the ad was likely to cause harm and widespread offence due to its perpetuation of negative gender stereotypes.

The ad has been removed and Match.com has since acknowledged that it would have been more appropriate to portray a couple having more equal roles in their relationship.

Why is this important?

Society has for some time now been shifting away from entrenched mindsets that particular genders have particular roles without overlaps or crossovers. As such, self-regulatory organisations (such as the ASA) take such issues seriously in playing their part to break down gender stereotyping. It is therefore important to keep up with the most up-to-date rules and guidance on these issues, especially when attempting to depict real life issues such as family and/or relationships within an advertising context.

Any practical tips?

Gender stereotyping and allegations of sexism are not labels that brands will want to associate themselves with. Therefore, careful consideration should be given to the rules surrounding such important and live sensitive issues. Despite clearly outlining their intentions, Match.com were still found to be in breach of the CAP rules because the execution of their ideas perpetuated harmful gender stereotypes.

Spring 2023