Swedish ad regulator says the 'Distracted Boyfriend' meme is sexist to men and women

[Polycount]

Facepalm: Sweden's Advertising Ombudsman, an ad-focused regulatory agency, has deemed that the use of the "Distracted Boyfriend" meme by Swedish ISP Bahnhof in a hiring ad is sexist to both genders. The Ombudsman feels the image presents women as "interchangeable" sex objects, while simultaneously pushing a "stereotypical picture" of men who see women as interchangeable.

Citizens of the EU were already getting a bit nervous about the possibility of memes being restricted following the organization's passing of a controversial copyright bill, but residents of Sweden might have even more cause to be worried now.

The country's ad regulator, the "Advertising Ombudsman," has said that the use of the "Distracted Boyfriend" meme -- which depicts a man glancing at a passing woman while his girlfriend looks on in shock -- is sexist to both genders.

To be clear, this ruling didn't come out of the blue. A Swedish ISP, "Bahnhof," used the imagery in one of its ads, where the girlfriend in the meme was labeled "your current workplace," and the passing girl was Bahnhof.

In short, it was a goofy hiring ad that probably wouldn't have attracted much attention ordinarily. However, a user who spotted the ad reported it to the Ombudsman, and the organization "unanimously" ruled that it objectified men and women alike.

The ad regulator says the meme presents women as "interchangeable" sex objects...

The ad regulator says the meme presents women as "interchangeable" sex objects while depicting men as "seeing women as interchangeable"; a harmful stereotype in the eyes of the Ombudsman.

It should be noted that the Advertising Ombudsman isn't demanding that Bahnhof take its ad down, nor will it issue any fines (for now). However, this is still a slightly strange ruling that's worth discussing.

What do you think of the regulatory agency's decision? Let us know in the comments.

Permalink to story.

https://www.techspot.com/news/76637-swedish-ad-regulator-distracted-boyfriend-meme-sexist-men.html

 

[kombu]

If it's sexist to both genders, doesn't the sexism cancel itself out?

 

[gusticles41]

Women ARE interchangeable. As are men. That's pretty much how dating works.

 

[VitalyT]

If it's sexist to both genders, doesn't the sexism cancel itself out?

Sexism denotes hatred/disrespect toward one sex. And when comes from both sides, it only promotes more hatred. Just like violence, when comes from both sides it escalates the conflict.

Social interactions are not based on math.

 

[kombu]

Sexism denotes hatred/disrespect toward one sex. And when comes from both sides, it only promotes more hatred. Just like violence, when comes from both sides it escalates the conflict.

Social interactions are not based on math.

TechSpot Reply AI is at it again. Guys, please adjust this thing's humor settings. Thanks.

 

[stewi0001]

Women ARE interchangeable. As are men. That's pretty much how dating works.

And employment, but replaceable is typically used instead of interchangeable.

 

[Reachable]

The two women are equally attractive. Bahnhof should have used an ad where the girlfriend is drab and the woman walking by is a knockout. Then it wouldn't have been misinterpreted.

 

[EClyde]

Humor is dead...ha ha ha

 

[senketsu]

Seems like we've graduated to the Thought Police with this ...

 

[FF222]

You could the same way argue that the meme also depicts men as sex objects that women own. Otherwise why would be the girl on the right be frustrated by the man looking after another woman, if she wouldn't consider him her sole property?

 

[cliffordcooley]

if she wouldn't consider him her sole property?

That is the definition of a relationship.

 

[wiyosaya]

You could the same way argue that the meme also depicts men as sex objects that women own. Otherwise why would be the girl on the right be frustrated by the man looking after another woman, if she wouldn't consider him her sole property?

It says that in the article.

 

[Capaill]

Both women look equally attractive to me. Therefore I think this ad portrays the man as plain dumb.
Anyway, who cares. This is not an attack on memes in general, just a company which used an ad which someone complained about. That happens all the time. It's why advertising ombudsmen exist. Let's leave the concept of "memes" out of it.

 

[Uncle Al]

Our society has become so lacking of any form of individualism that it's a wonder the race will survive. What used to pass for a simple bit of flirtation can now be turned into a WMD and the laws on the books fail to equally support men and women alike. Trying to make every sex, every nationality, every religion, etc. to be without controversy has been and will continue to be impossible. The very nature of individualism demands it and forget freedom of speech or expression, they have become a mute point .....

 

[MilwaukeeMike]

Well of course it's stereotypical, that's what makes if funny! This Ombudsman firm thinks they're telling us something we don't know? All humor is rooted in truth, if it weren't we'd just think it's dumb.

Imagine the genders reversed in that picture... and the woman was checking out another guy's backside as her boyfriend looked at him in shock. It wouldn't be nearly as funny, because that situation doesn't reflect the reality of how men and woman act.

It's also worth noting how far we're willing to go to find something to be upset about. I get it.. Ombudsmen gets to stand atop the moral high ground and call everyone who's ever laughed at this meme a sexist.
They can tut-tut all they want... I still think it's funny.

 

[Cubi Dorf]

He is hot. Rare is hot man who is not pig. Reminding of many boyfriends.

 

[Abraka]

Oh, really? That is sexist? And it's not sexist when thousands of swedish underage girls are raped by immigrants? Or when a rape happens, and if it was done by a swedish guy then he goes to prison, but if it was by an immigrant then "we haven't got enough people to investigate that case"?

They worry about a freaking meme, but not about real-world sexism, criminals and rapes. Good work Sweden. You used to be a good country, but now they ruined you with immigration, and your naivety. How could you not see this coming??? Everyone else did!

 

[skipmichael]

As long as they are not married, both men and women are interchangeable. AND no law or person is going to change that.

 

[Jackwoz]

We cant even have a joke anymore without the fun police stopping it. The future is looking very boring where no jokes are allowed because it will offend a small amount of people (AKA SJW's). They are constantly looking for things that they can skew as being offensive even though in reality nobody is that bothered.

 

[FF222]

That is the definition of a relationship.

For one: it's not. And the second thing is, even if it would be, that would only expose the hypocrisy of feminists complaining about women being objectified by men - because then, by your very definition of relationship, they would be supposed to be owned and to be objectified, just like their partners by them, vice versa.

 

[cliffordcooley]

For one: it's not.

If you think about it real hard you will understand why it is. That is the problem with relationships. No one humbles themselves to the point of being their partners possession. No relationship will last until both parties humble themselves.

 

[Jules Mark]

I like
Swedish House Mafia
Wintergatan - Marble Machine

 

[Danny101]

The Ad is in bad taste. It equated relationships that suppose to be about loyalty and (cough) committment into just another currency game. However, the market can decide and a nanny state isn't necessary.

 

[Snauw]

Nothing new to see here, just the Swedes being ridiculously uptight and at the forefront of "progressive" thought again. What passes as satire everywhere else, gets taken dead serious in Sweden.

 

[wizardB]

The Swedes and their totalitarian ways, if you show free thought there they give you a protector to make sure you start to think their way or you have no control of your life. It's what the progressives are trying to do worldwide...unless you a muslim then it's alright