An advert that was part of a campaign to recruit more women to the building trade has been banned for being sexist.
The Advertising Standards Authority said the ad, a poster for recruitment firm Rated People, was likely to cause harm and serious offence. The poster featured text stating, “Building Work. It’s a man’s game. Bit like football was”.
Alongside was an image of a hand holding a drill. Beneath that, smaller text stated, “If you’ve got the skills, we’ve got the jobs”. It was seen in September this year by 11 people who complained, saying it perpetuated harmful gender stereotypes by suggesting only men could work in the building industry.
