An advertisement on Philadelphia Cream Cheese – which shows two new fathers distracted and leaving their baby on a treadmill – was banned in Britain under new sex-stereotyping rules.
"Dopey Dads" advertising, as some have dubbed it social media, was produced by Philadelphia-based global confectionery, food and beverage company Mondelez.
The Advertising Standards Authority – recognizing its new rules on stereotypes it put in place in June – has decided to withdraw the announcement this week, making it the first to receive momentum since their implementation.
According to officials, the advertisement "was based on the stereotype that men were unable to take care of children as well as women and implied that fathers had not taken care of children properly because of their sex, "said Mondelez.
"Our new publicity for Philadelphia has never been offended," a spokesman told The Telegraph in June, when the ad aired for the first time and sparked outrage.
"We take our advertising responsibility very seriously and work with various partners to ensure that our marketing complies with UK regulations," said the representative. "This includes the prior approval of a recognized television advertising organization, prior to its public release."
The new rules in the United Kingdom prohibit sexist stereotypes "likely to cause harm or a serious or widespread offense". Social media users quickly described Philadelphia advertising as such.
"The current ad on Philadelphia Cream Cheese, which features" The first time daddy dads, "is certainly an example of sexist stereotypes," wrote one person on Twitter.
"A distracted father leaves his child on a treadmill …" Do not tell mom, "he says with an embarrassed smile after picking it up," tweeted another user. "It sounds like a stereotype for ASA".
One man described the advertisement as "extremely inappropriate". It was one of two commercials to be swept from British television this week, the other coming from Volkswagen.
It shows men doing adventures while a woman is sitting next to a stroller and looking.
"By juxtaposing images of men in extraordinary environments and engaging in adventurous activities with women who seemed passive or stereotyped in caregiving, we felt that advertising was in direct contrast to the roles and the stereotypical characteristics of men and women, so as to give the impression. that they were exclusively associated with a sex, "said ASA officials, in reference to Volkswagen's announcement.
The new rules apply to both broadcast and print advertising.