Profile: Jeremy Gilley

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Morrisons Christmas ad cleared of sexism claims

Morrisons’ Christmas ad campaign has been cleared by the advertising watchdog following claims of sexism.

Morrisons' Chirstmas ad

Morrisons Christmas ad cleared of sexism.

The supermarket’s TV ad campaign attracted 26 complaints it reinforced outdated gender stereotypes and was offensive and sexist.

It showed a mother preparing for Christmas and dealing with a number of traditional issues such as writing the cards, preparing sprouts and cooking the turkey with very little help from the family.

The Advertising Standards Authority ruled the ad did not imply it reflected every family’s experience, although acknowledged some people might find its portrayal “distasteful”.

It ruled the ad did not reinforce negative stereotypes or encourage discriminatory behaviour.

Morrisons argued the ad portrays “real life” situations as identified by socially representative focus groups. The supermarket adds the TV spots are thought provoking and light hearted and designed as a “subtle and sensitive critique, which would leave viewers to decide for themselves”.

The same ad, created by DLKW Lowe, was last week cleared over complaints that it encouraged behaviour harmful to dogs as it showed a dog being fed Christmas pudding.

Morrisons was not alone in attracting criticisms of sexism in festive adverts. Asda and Barclaycard’s festive ads also attracted complaints.

Asda’s ad was cleared last month.

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