A firm has been banned from advertising a food supplement for female horses called Slut Mix after it was branded "sexist and "highly offensive" by watchdogs. The product was being advertised on LeMieux Ltd's website as a supplement to help regulate female horse hormones.
The description states that the mixture "does attract a fair bit of attention, not least because of the name!". It goes on to clarify that "it's a serious product" which works if "...your mare is constantly in and out of season, aggressive and temperamental".
But a customer complained after seeing the advert in February 2022 because they felt it was sexist and "perpetuated negative stereotypes of women". Their grievances were passed on to the manufacturer who said the term was commonly used by trainers to describe a problem filly - a female horse which is too young to be called a mare.
