‘Distracted boyfriend’ meme dominated sexist by Swedish watchdog


It discovered that the broadly shared picture depicts a girl as a “intercourse object” and stereotypes males, violating rules on discrimination in ads.

The meme locations textual content over a inventory {photograph} of a person taking a look at a passing girl, to the shock of his girlfriend.

However its use by Swedish web supplier Bahnhof in a Fb and Instagram publish promoting job vacancies was reported to the watchdog after recieving complaints on-line.

The publish urged folks could be enticed by Bahnhof, favoring it over their present place of job.

“The committee finds that the girl in crimson, who’s in focus within the picture, by means of the person’s appreciative response is introduced as a intercourse object,” the promoting ombudsman Reklamombudsmannen said in its ruling.

It added that the depiction of the girl as a intercourse object is “unrelated to the commercial.”

And it additionally deemed the picture “devaluing” to males, ruling that “the presentation of the person — by means of the best way he, whereas strolling together with his girlfriend — turns round taking a look at one other girl — conveys a stereotypical image of males taking a look at ladies as being interchangeable in the identical approach as a change of office.”

Why you might have to give up your memes

The committee’s president and its seven different members unanimously agreed on the ruling, which was made after 15 non-public people raised complaints.

However whereas the group can deem whether or not an commercial is discriminatory, it can’t impose sanctions or drive the corporate to take away its publish.

The Fb publish, which remains to be reside, acquired over 900 feedback from folks each criticizing and defending the advert.

The heated response precipitated Bahnhof to interject. “We like open discussions on-line,” the corporate wrote, “However persist with the purpose! Private assaults and demise threats don’t belong right here and lead nowhere.”

“We girls need to have a great life, have our our bodies left alone and regarded fully-fledged folks. That’s not the impact of such an image,” one complainant stated after the publish was revealed in April, according to Swedish outlet Expressen.
The original stock photo, which offered the idea for the meme, was taken by photographer Antonio Guillem.

Its full title is “Disloyal man strolling together with his girlfriend and searching amazed at one other seductive woman.”

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