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Boxer ad discriminatory against men

Published tisdag 1 februari 2011 kl 10.59

Its not just advertisements featuring semi-naked women that can be perceived as being demeaning and discriminating.

The Swedish Advertisement Ombudsman has ruled that an advertisement featuring an animated man, with well defined abs and an abnormally large package, is discriminatory to men.

The advertisement has Robert, which is the name of the animated character used by digital TV provider Boxer, stretched out on the floor wearing nothing but shorts. According to the person who filed the complaint Robert’s “muscular body” and “large package” puts pressure on real men of all ages to look the same.

The ombudsman agreed with the complaint and ruled against the ad but a representative for Boxer told newspaper Metro, that the ad should not be considered gender discriminatory. Robert is in many ways the stereotypical geek, and don’t have any of the properties that should offend people.  

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