- Two commercials for Volkswagen and Philadelphia cream cheese have become the first to be banned under the U.K.’s new rules against perpetuating gender stereotypes in ads.
- One commercial showed a woman caring for a baby juxtaposed with clips of males performing adventurous activities, while the other showed two new fathers briefly losing their children at a restaurant after becoming distracted by food.
- Some are happy to see the new rules go into effect, but critics are concerned the Advertising Standards Authority is taking on the role of the “morality police.”
ASA Bans VW and Philadelphia Ads
Advertisements for Volkswagen and Philadelphia cream cheese have become the first two commercials to be banned under the United Kingdom’s new rules that crack down on sexist stereotypes.
Viewers complained about the commercials to the U.K.’s Advertising Standards Authority (ASA), arguing that the ads perpetuated gender stereotypes. After conducting its own investigation, the organization agreed and issued its decision to ban the ads in their current form on Wednesday.
New guidelines that address gender stereotyping in ads were introduced last year and went into effect in June. The rules now say that ads in the U.K., “must not include gender stereotypes that are likely to cause harm or serious or widespread offense.”
The Volkswagen commercial opens with a shot of a couple sleeping in a tent beside a cliff, presumably after a day of climbing. However, in the shot, the male climber is shown turning off the light inside the space while the female climber is asleep.
The ad then goes on to show males performing adventurous acts. Two male astronauts are shown in space and another male athlete with a prosthetic leg is seen doing a long jump. During all of this, text appears on screen that says: “When we learn to adapt we can achieve anything.” The ad then cuts to a mother sitting on a park bench next to a stroller.
The commercial spawned three viewer complaints that prompted the ASA investigation. Volkswagen defended its commercial saying that the core message of the ad “was centered on the ability of the human spirit to adapt to challenges and change brought about by circumstances.”
The company also argued that the characters were shown performing acts that were not stereotypical to one gender. For instance, they noted that the female climber was sleeping, the first astronaut was eating an apple, and the second was reaching for a drink.
However, on the ASA’s assessment, it said that complaints were more than likely focused on the occupations of the characters as well as the direct contrast between how males and females were depicted.
They also pointed to the scene of the mother with the stroller and said, “We acknowledged that becoming a parent was a life-changing experience that required significant adaptation, but taking care of children was a role that was stereotypically associated with women.”
Finally, the organization concluded: “By juxtaposing images of men in extraordinary environments and carrying out adventurous activities with women who appeared passive or engaged in a stereotypical care-giving role, we considered that the ad directly contrasted stereotypical male and female roles and characteristics in a manner that gave the impression that they were exclusively associated with one gender.”
Philadelphia Cream Cheese Ad
The second banned commercial was for Philadelphia cream cheese. The ad showed two new fathers looking after their children at a restaurant with a conveyer belt. The men quickly become distracted by the food in front of them and lose sight of their kids, who are circling the restaurant on the belt.
Once they realize what they’ve done, both fathers pick up their children. “Let’s not tell mom,” one dad says to his child.
According to the ASA, over 125 viewers complained about this ad. Mondelez International, the company that produces Philadelphia cream cheese, argued that the ad showed a positive image of males with a responsible and active role in childcare in today’s society.
It claimed that it chose to feature a pair of fathers to avoid a stereotype of mothers being responsible for children. The company said the ad did not show a harmful stereotype but instead “depicted an example of a momentary lapse in concentration by somewhat overwhelmed and tired new parents which was quickly realized and rectified.”
“We acknowledged the action was intended to be light-hearted and comical and there was no sense that the children were in danger,” the ASA said in its ruling.
“We considered, however, that the men were portrayed as somewhat hapless and inattentive, which resulted in them being unable to care for the children effectively,” it added. “We did not consider that the use of humour in the ad mitigated the effect of the harmful stereotype.”
A spokesperson for Modelez told CNN that the company was “extremely disappointed” with the decision.
Nestlé Commercial Not Banned
The ASA also looked into an ad for Nestlé after five viewers lodged complaints against a commercial that showed male rowers and a drummer alongside a female ballet dancer.
However, the ad was not banned by the ASA who said the activity was shown as equally difficult and demanding.
“This first batch of rulings shows where we’re drawing the line,” said ASA spokesman Craig Jones in a statement to Reuters.
“We hope advertisers will study the portrayals to understand where the boundary lies between depictions of gender stereotypes in ads which are not deemed to be harmful and those now prohibited by the new rule.”
Concerns Over New ASA Rules
While some are happy to see the new rules take effect, many critics have argued that the ASA has gone too far.
Geraint Lloyd-Taylor, an advertising expert at the law firm Lewis Silkin told the Guardian, “It is concerning to see the ASA take on the role of the morality police.”
“It has let its zeal to enforce the new rules override its common sense in this first batch of rulings.”
“The ASA seems to be out of sync with society in general. As it stands, the ASA’s definition of ‘harm’ is unworkable and urgently needs to be clarified. I hope that these advertisers seek an independent review of the latest decisions.”
Clearcast, the organization responsible for pre-approving ads before they are broadcasted, also expressed concerns over the new policies.
“We are naturally disappointed,” it said. “The ASA’s interpretation of the ads against the new rule and guidance goes further than we anticipated and has implications for a wide range of ads.”
Facial Recognition Fears: Invasion of Privacy or Necessary Security on College Campuses?!
The coronavirus has reached over ten countries, killed roughly 80 people, and infected more than 2,700, as of now. Nearly every international health and government organization has sent out warnings of the virus, but what you might not know is that an AI system was the first to warn about the outbreak, even before governments. BlueDot is the company that used the AI tech to send out the first warning by analyzing data from online posts in over 60 languages. You might think that this discovery is something from a sci-fi movie, but using data to predict diseases has been going on for over a decade. Watch this Rogue Rocket video to learn more about the power of AI tech during a disease outbreak.
Coronavirus Cases and Deaths Rise
- The new coronavirus that originated from Wuhan, China has now killed at least 81 people and more than 2,700 cases have been detected worldwide.
- Most of the cases are in China, though low numbers have been found in other nations, including the United States.
- Wuhan’s mayor has offered to resign in wake of criticism for the Chinese government’s response to the health crisis.
- The United States, France, and Japan have all announced plans to evacuate their citizens from Wuhan and bring them home on limited-capacity flights.
The coronavirus outbreak that began in the Chinese city of Wuhan significantly worsened over the weekend, bringing the death toll to at least 81 and the confirmed number of cases to over 2,700.
The majority of the cases have been found in China, but several have been detected in other nations across four continents, including the United States, Australia, Taiwan, Japan, and France.
On Sunday, the Centers for Disease Control and Prevention (CDC) confirmed three newly-detected cases of the novel coronavirus in Southern California and Arizona, bringing the overall number of infected people in the U.S. to five. The other cases were found last week in Washington and Illinois.
“It is likely there will be more cases reported in the U.S. in the coming days and weeks, likely including person-to-person spread,” the CDC wrote.
“While this is a serious public health threat, CDC continues to believe the immediate risk to the U.S. general public is low at this time,” it added.
No deaths from the coronavirus have been reported outside of China.
Chinese Government’s Response
In efforts to control the outbreak of the novel virus, plans have been made to rapidly build a new hospital and travel bans have been imposed around the nation, affecting millions of people.
As conditions have worsened, Chinese officials are facing criticism from people saying that their response to the outbreak was too slow.
Zhou Xianwang, Wuhan’s mayor, defended himself in an interview with the state broadcaster CCTV, saying that he had to wait for authorization from Beijing officials before he could make certain critical information public.
Regardless of this point, Mayor Xianwang also offered to step down from his position and said that he and Ma Guoqiang, the city’s Communist Party secretary, will resign and take the blame if it will appease the public.
Xianwang’s comments were broadcasted the same day Premier Li Keqiang, China’s second-highest ranking official, arrived in Wuhan to inspect regulation efforts of the disease. His visit is seen as a move to prove the central government’s adequate involvement with this crisis.
In further attempts to impose the travel bans, the Chinese government extended the Lunar New Year holiday by three days. The weeklong celebration started on Friday and was supposed to end this Thursday, but the spreading virus threw a wrench in many people’s travel and celebration plans. Now employees won’t have to return to work until Feb. 3.
International Evacuation Plans
Despite China’s imposed travel bans, other nations have devised plans to evacuate their citizens from high-risk areas and bring them home.
The U.S. Department of State announced its plans to bring select consulate staff members and other American citizens from Wuhan to San Francisco on a flight on Jan. 28.
“This capacity is extremely limited and if there is insufficient ability to transport everyone who expresses interest, priority will be given to individuals at greater risk from coronavirus,” the Department said.
France’s government is arranging similar plans to bring French nationals back from the Wuhan area via air travel. Once these passengers return, they will be required to spend a maximum of 14 days in quarantine.
Japan also said they would be chartering at least one plane this week to bring citizens home from Wuhan.
See what others are saying: (New York Times) (CNN) (CBS)
China Rushes to Build New Hospital as Coronavirus Spreads
- Chinese authorities announced plans to build a 1,000-bed hospital in Wuhan by Feb. 3 to treat patients of a deadly new virus that has killed at least 26 people.
- More than 800 cases of the never-before-seen strain of the coronavirus have been detected.
- The majority of the cases are in China, though some have been found in other countries, including the United States.
- Officials hope the new hospital will help alleviate some of the pressure on China’s healthcare system, which has been overwhelmed in the wake of the outbreak.
Race to Build Hospital
In the wake of the new coronavirus outbreak that has killed at least 26 people, China announced plans on Friday to quickly build a 1,000-bed hospital to treat patients of the epidemic.
The hospital is being constructed in Wuhan, where the deadly “2019-nCOV” virus originated and is scheduled to be completed by Feb. 3. Images and video from Chinese media show dozens of workers preparing the site.
China’s healthcare system has been strained by the outbreak. At least eight hospitals across Wuhan have called for protective medical gear donations, according to the Associated Press, citing notices online. Video footage has emerged showing health facilities packed with people desperate for help.
“I am scared because this is a new virus and the figures are alarming,” an unnamed doctor told BBC. “The hospitals have been flooding with patients, there are thousands, I haven’t seen so many before.”
The expedited Wuhan hospital is reminiscent of another project that China undertook almost two decades ago. In 2003, when the nation was swept up by the Severe Acute Respiratory Syndrome (SARS) virus that spread to 28 other countries and killed nearly 800 people, a hospital was built from scratch in Beijing in just under a week.
The Wuhan structure is modeled off the Xiaotangshan SARS hospital in Beijing and is being made from prefabricated buildings that help with fast assembly.
What is the Coronavirus?
The outbreak causing all the panic is a novel coronavirus — a strain of the coronavirus that has never been seen before. According to the World Health Organization, coronaviruses are a large family of viruses that cause illnesses ranging from the common cold to more severe ailments. SARS is a member of this family.
Coronaviruses can be transmitted between people and animals. The novel coronavirus was suspected to have come from a seafood and live animal market in Wuhan, which has since been closed for disinfection. The new strain is particularly intimidating because it is not yet known how it affects people or how to treat it.
At least 12 Chinese cities near the center of the outbreak have been placed on a travel lockdown to prevent further spreading of the virus, affecting roughly 35 million residents. The lockdown comes just ahead of one of China’s most important holidays, Lunar New Year, throwing a wrench in many people’s celebration plans.
More than 800 cases of the virus have been detected and a few have been found in countries beyond China, including the United States. On Thursday, the World Health Organization said the new virus has not yet reached a level that makes it a global health emergency.