Philadelphia cream cheese advert banned for 'making dads look bad'

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Two adverts are the first to be banned in the UK for breaking new gender stereotype rules.

One shows two bungling new dads leaving their babies after being distracted by Philadelphia cream cheese.

And the other shows a woman sat with a pram as remarkable men are portrayed in space, rock climbing and taking part in sport.

The Advertising Standards Agency banned both following complaints from the public that they reinforced harmful stereotypes.

The rules, which came in at the beginning of this year, aim to prevent “limiting how people see themselves and how others see them and the life decisions they take”.

The Duchess of Sussex had similar success when she challenged Proctor and Gamble in America in the 1990s.

The Philadelphia add saw new dads looking bad
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The then 11-year-old Meghan Markle was upset that a dishwashing liquid’s advert had the tagline: “Women all over America are fighting greasy pots and pans”.

Speaking at the UN Women conference in 2015, she told how she was so upset she wrote to the then first lady Hilary Clinton, a children’s newsreader Linda Ellerby and attorney Gloria Allread and to Proctor and Gamble.

She said: “It was just over a month later that they changed the commercial to ‘people all over America…’.

“It means that a wife is equal to her husband, a sister to her brother, not better, not worse, they are equal.”

The Philadelphia advert was banned as complainants said the “tongue-in-cheek” ad perpetuated the harmful stereotype that men are not as good at looking after children as women.

The advert was banned

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Philadelphia’s owners Mondelez told the ASA it was stuck in a no-win situation, having specifically chosen two dads to avoid depicting the stereotypical image of showing two new mums handling all the childcare responsibilities.

The Volkswagen advert for its electric eGolf saw complainants claim that while the men were portrayed as adventurous the women were either asleep or in a stereotypical care-giving role.

Volkswagen argued that caring for a newborn was a life-changing experience about adaptation, regardless of the gender of the parent depicted.



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