A TikTok post by dating site Match.com has been banned for perpetuating negative gender stereotypes likely to cause harm and widespread offence. The post, seen on June 30, showed clips of a couple in their home, with one scene showing the man sitting in a chair with his feet up and on the phone while a female voiceover said: “Things that make him realise I’m a keeper. I will make him his protein shake after the gym.”
The voiceover then said “I always make sure he has a fresh towel and socks after his shower” and “I put the football on for him every evening”. The ad ended with the woman saying: “Find your keeper via Match. Go download the Match app today.”
A viewer, who believed that the ad was sexist and perpetuated negative gender stereotypes, challenged whether it was harmful and offensive. Match.com said the ad formed part of a three-video storyline, which also showed gestures carried out by the man for the woman.
