A Match.com TikTok posted in June has been banned by the Advertising Standards Authority (ASA) for portraying sexist and negative gender stereotypes.
The video showed clips from a day in the life of a couple, in which the female makes a protein shake, prepares towels and turns on the football for her male partner. All of these tasks are completed as a service for the boyfriend.
A voice over states: “Things that make him realise I’m a keeper. I will make him his protein shake after the gym. I always make sure he has a fresh towel and socks after his shower. I put the football on for him every evening. Find your keeper via Match. Go download the Match app today.”
A complainant contacted the advertising watchdog to challenge whether the ad was harmful and offensive, believing that the ad was sexist and “perpetuated” negative gender stereotypes.
Match.com responded to the claims by explaining that the promotion intended to showcase that ‘small gestures’ between couples are ‘integral’ to successful relationships. The dating app also said that, although the woman was shown to carry out the gestures in a domestic setting, the ad did not intend to imply that she had to do a larger portion of domestic chores.
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Despite its pleas, the company confirmed to the ASA that it had voluntarily removed the ad from TikTok.
Committee of Advertising Practise Code states that advertisements must not include gender stereotypes that are likely to cause harm, or serious widespread offence.
While the ad regulator acknowledged that the ad was unscripted and based on a real couple’s relationship, it considered that the gestures shown in the ad were nonetheless ‘stereotypically associated’ with the female gender.
“We also considered that the title, ‘Things that make him realise I’m a keeper’, when viewed in the context of the ad, reinforced the idea that women should be subservient to men in order to maintain a successful relationship,” the ASA added.
“For those reasons, we concluded that the ad perpetuated negative gender stereotypes and was likely to cause harm and widespread offence.”
“The ad must not appear in the form complained of. We told Match.com International Ltd to ensure that they did not portray sexist or negative gender stereotypes in future marketing communications.”
