Home / World / IKEA slammed for ‘sexist’ ad about women without boyfriends

IKEA slammed for ‘sexist’ ad about women without boyfriends


IKEA executives who couldn’t put together why an ad was sexist have apologized.


The Sweden-based furniture company issued an apology over a commercial that aired in China showing a young woman being scolded by her mother for not having a boyfriend.

An IKEA ad in which a woman appeases her parents with a boyfriend has been slammed as sexist.

(IKEA)


Though now pulled, the ad is still available online and shows the mom’s anger being assuaged as a man appears in the door. It all takes a lighter turn with some help from IKEA goods.


“This TV ad tried to show how IKEA can help customers easily and affordably convert a typical living room into a place of celebration. The purpose was to encourage customers to celebrate moments in everyday life,” the company said in an English statement, also given in Mandarin.

Eighth child dies after Ikea dresser crushes 2-year-old boy


“IKEA encourages people to live many different lifestyles, and this is reflected in our product design and home furnishing solutions. Gender equality is a fundamental part of the IKEA culture and values, which we share with everybody.”


The ad itself had been slammed for sexism, with local site Shanghaiist citing a social media user who said it encouraged Chinese shame toward the so-called “leftover women.”

Not Released (NR)

IKEA has apologized for the ad and pulled it.

(LIU JIN/AFP/Getty Images)


“Every time my mom sees this ad, she complains to me about why I haven’t found a boyfriend. This ad ruins my relationship with my family,” the woman said.


Another reportedly said “What’s most ironic is that IKEA comes from Sweden, a country that values gender equality. I dare them to show this ad to their headquarters in Sweden.”

Tags:
ikea
china
women’s issues

Send a Letter to the Editor

Join the Conversation:
facebook
Tweet

CHRISTOPHER BRENNAN

About admin

Check Also

Women councillors speak out about sexual harassment

Image copyright Getty Images In July a report by the Fawcett Society suggested a third ...

Leave a Reply

Your email address will not be published. Required fields are marked *