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The Guardian - UK

Business

Mark Sweney

Match.com ad showing woman carrying out subservient tasks banned for being sexist

Matchcom TikTok ASA Football Advertising Standards Authority

Man watching football on tv sitting on a couch. — A still from the Match.com ad. The Advertising Standards Authority introduced rules to reduce gender stereotyping three years ago. Photograph: Tarik Kizilkaya/Getty Images/iStockphoto

A Match.com ad campaign featuring a woman performing subservient tasks for her partner such as making sure that football is on TV, and ensuring there are a fresh towel and socks ready for after his shower has been banned for being sexist.

The dating site ran a campaign on the video-sharing platform TikTok showing clips from a day in the life of a couple. The campaign opened with a voiceover of a woman explaining the tasks she does “that make him realise I’m a keeper”.

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