In a significant move, UK regulators have banned a controversial online dating advert.
- Complaints were raised about the ad’s sexist and stereotype perpetuating content.
- The ad featured imagery suggesting women’s value was solely in youth and beauty.
- Seeking.com, creators of the ad, argued it was intended as humour, not discrimination.
- The Advertising Standards Authority (ASA) enforced the ban due to harmful stereotypes.
In a notable ruling, UK regulators have banned an online dating advertisement that sparked debate over its portrayal of gender roles. The ad, shared on Reddit by Seeking.com, depicted an older businessman discarding a woman’s photo in favour of four young women in bikinis. It included captions such as “Be the catch” and claimed a “4:1 women to men in real life” ratio, leading to its removal following public outcry.
Complaints to the Advertising Standards Authority (ASA) highlighted concerns that the ad endorsed sexist and negative gender stereotypes. The ASA’s decision was influenced by the portrayal of young women as primarily valuable for their youth and physical appeal. This aligns with the UK’s commitment to eradicating harmful stereotypes from advertising, a stance formalised with new guidelines introduced in 2019.
Seeking.com defended the ad, suggesting it was a humorous take on its service and not inherently sexist, emphasising that it was “written and directed by women.” Despite acknowledging that the content might seem excessive to some, the company argued that it merely reflected a particular dating preference, not a broad societal view. However, the ASA disagreed, condemning the ad for implying limited contributions of women beyond physical attributes.
The ASA’s ruling mandates that Seeking.com must cease any future content that may perpetuate similar stereotypes. The decision is in line with the broader crackdown on gender stereotypes, with previous bans including ads from major brands like Volkswagen and Philadelphia cream cheese.
Founded in 2006, Seeking.com, originally known as SeekingArrangement.com, is known for facilitating interactions where older, affluent men connect with younger women, a model often criticised for power imbalances. In 2022, the company underwent rebranding, reflecting a strategic shift, although such controversies continue to underscore the complexities of its business model.
The UK’s advertising standards continue to evolve, enforcing regulations to eliminate harmful stereotypes effectively.
