‘Sexist’ TV ad claims thrown out

Midweek Sport - - NEWS - By KATHRYN BONELLA

A MOR­RISONS Xmas ad show­ing a woman wrestling a gi­ant turkey be­fore stir­ring lots of pots and pans has been ac­cused of be­ing sexist.

The promo – which also shows a man strug­gling with a Christ­mas tree – had 26 com­plaints and was ac­cused of be­ing “of­fen­sive and sexist be­cause it re­in­forces out­dated stereo­types of men and women”.

Re­spond­ing to the com­plaints Mor­risons said the ad cam­paign was con­ceived af­ter the so­cially rep­re­sen­ta­tive fo­cus groups they had com­mis­sioned pro­vided a strong mes­sage that many work­ing mums were still bear­ing the brunt of Christ­mas prepa­ra­tions.

They showed th­ese real-life ex­pe­ri­ences in “a gen­tle, thought-pro­vok­ing, but light-hearted man­ner”.

But the Ad­ver­tis­ing Stan­dards Author­ity re­jected the com­plaints, say­ing: “We con­sid­ered that the ad was not likely to be seen as re­in­forc­ing neg­a­tive stereo­types of men or women in gen­eral.” © Kathryn Bonella. This ex­tract was taken from

pub­lished by Quer­cus, £9.99.

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