Advertising watchdog orders Volkswagen and fast-food chain to pull sexist ads

The Advertising Regulatory Board has hit out at car manufacturer Volkswagen (VW) and local fast-food chain Kota Joe Roadhouse for sexist advertising.

The board has ordered Volkswagen to withdraw a radio ad after it was found to stereotype women.

The ad describes a man in a mall observing women in a "feeding frenzy" at a shoe sale.

A complaint to the board about the voiceover said the commercial was extremely sexist.

In a separate case, Kota Joe Roadhouse has been taken to task over a suggestive billboard showing a woman carrying "the most phallic product they have on their menu".

Gail Schimmel, the CEO of the Advertising Regulatory Board, says it's absurd that ads still use women as sexualised objects in 2019.

She believes that the increasing number of complaints about such demeaning ads indicate a growing social awreness in the country.

I'm quite stunned actually that in 2019 we're still having to point out that this type of gender objectification and stereotyping is not acceptable.

 Gail Schimmel, CEO of the Advertising Regulatory Board 

On the Kota Joe ad, Schimmel had this to say:

It's unclear what the woman has to do with the product.

 Gail Schimmel, CEO of the Advertising Regulatory Board 

In this particular ad, the primary meaning of 'more than a mouthful' becomes a sexual pun.

 Gail Schimmel, CEO of the Advertising Regulatory Board 

On the VW ad, Schimmel had this to say:

It's one of those ads that you think is innocent at first. You think it's a joke. And then you really listen to words and what it's really saying about women, their roles and men's roles as well.

 Gail Schimmel, CEO of the Advertising Regulatory Board 

Listen to the discussion on Afternoon Drive with Joanne Joseph:

Image: Advertising Regulatory Board


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