It first appeared on TikTok on June 30 this year and featured clips of a couple in a house.
A female voiceover the ad says: “Things that make him realize I’m a goalkeeper. I’ll make him his protein shake after the gym.
“I always make sure he has a fresh towel and socks after the shower” and “I put the soccer ball on him every night.”
It ends with the woman saying, “Find your goalie via Match. Download the Match app today.”
A spectator believed the ad was sexist and perpetuates negative gender stereotypes, and Match.com clarified that it was part of a three-video story in which the man also performed gestures for the woman.
Match.com has removed the ad and said it would have been better to show the couple making gestures for each other so it wouldn’t be perceived as one-sided.
The fact that all the gestures performed by the woman were domestic work was a point of contention for the ASA.
in an opinion, The regulator said, “Because the ad Based on the stereotype of a woman doing chores to please her male partner, we assumed viewers would interpret the ad as reinforcing a negative gender stereotype.
“We further determined that the woman’s actions were unilateral and not reciprocated by the man the ad.
“We felt that the longevity of the gestures implied that they were not one-off acts of kindness, but indistinguishable from housework.
“Given that, and in the absence of reciprocal gestures from the man, we felt that the woman was being shown putting her partner’s needs ahead of her own.”
The ASA that decided the ad are not allowed to appear again, adding, “We have instructed Match.com to ensure that they do not portray sexist or negative gender stereotypes in future marketing communications.”
https://www.theargus.co.uk/news/national/uk-today/23020047.match-com-tiktok-ad-banned-perpetuating-negative-gender-stereotypes/?ref=rss Match.com TikTok Ad Suspended For “Perpetuating Negative Gender Stereotypes.”