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The ASA said it was a well-established stereotype that men were more suited to positions of authority in the business world than women, and said that using the term “girl boss” implied that the gender of the person depicted was relevant to their performance in a managerial or entrepreneurial role.
A television ad for computer firm PC Specialist which featured only men and a poster ad for People Per Hour stating “You do the girl boss thing” have been banned for perpetuating harmful gender stereotypes.
The techies, 6th grade math eog practice the coders, the illustrators … From the specialists for the specialists.” The ad for PC Specialist, a manufacturer and seller of bespoke PC computers, featured three men performing different activities including producing music and coding with a male voice-over which stated: “For the players, the gamers, the ‘I’ll sleep laters’, the creators, the editors, the music makers.
They acknowledged that the “execution might unintentionally come across as sexist and demeaning to women” but said they had taken steps to rectify this by removing the word “girl” from the ad and issuing a public apology on their website.
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We’ll do the SEO thing,” referring to search engine optimisation. The poster ad for PeoplePerHour, an online platform giving businesses access to freelancers, seen on the London Underground in November, featured an image of a woman and the text: “You do the girl boss thing.
The ASA said 19 people complained that the ad perpetuated harmful gender stereotypes by depicting a woman running a business in a patronising way and by implying that women were not technologically skilled.
Some eight viewers complained that the ad perpetuated harmful gender stereotypes by depicting men in roles that were stereotypically male and implying that it was only men who were interested in technology and computers.
The Advertising Standards Authority (ASA) said the ad repeatedly cut to images of only men, who were both prominent and central to the ad’s message of opportunity and excellence across multiple desirable career paths.
The watchdog said it was also a well-established stereotype that women were not skilled at using technology and the sentence “We’ll do the SEO thing” was likely to be understood to mean that female “bosses” in particular needed outside help with IT matters.
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