Jump to Main ContentJump to Primary Navigation
Top

TV advert celebrating number of female presenters is pulled for being sexist

Alice-facepalm.jpg

French TV channel France 3 has had to pull an advert intended to highlight their policy on gender equality for being sexist. Trust us, the irony is not lost on anyone.

The ad was supposed to brag about how many female presenters the channel had by showing homes in total disarray.

Because nothing says gender equality than eluding to houses literally catching fire if women don’t do the housework. The dog hasn’t even been walked, for goodness sake.

The scenes are all set to the tune of the 1970s French pop song which asks “Where are all the women?” According to France 3, they're all on France 3, abandoning their responsibilities.

Predictably, Twitter users lost their minds calling out the hypocrisy instantly. The French women’s minister Pascale Boistard chimed in tweeting “The "female" campaign on France 3 doesn't seem to me to be the right way to highlight professional equality in the TV industry.”

The ad was scheduled to run on TV for three weeks, but following the outcry the new head of the channel, Delphine Ernotte (who is the first woman to hold the role), pulled it immediately claiming she had not seen it before it aired.

While the channel does indeed have a majority of female presenters and the intentions were probably good, it’s safe to say that it wasn’t the smartest idea to base your brag on the stereotypes that cause the very issue you’re combating.  

Related

caitlinmoranseconimage.jpg

Caitlin Moran's guide to being a modern feminist

lucy-mangan-casual-hero.jpg

'Women against feminism are missing the point,' says Lucy Mangan

FeministBooks.jpg

50 essential feminist books

dilma.jpg

Is this the world's most powerful feminist?

make-up.jpg

'Can I be a feminist and still love make-up?'

scales.jpg

We knew it! New study shows feminism can help men live longer

bey.jpg

'Who has the right to talk about feminism?'

suffhero.jpg

50 feminist icons

craig_gun.jpg

Can a feminist ever really enjoy a James Bond film?

More

Students told to submit dresses for approval ahead of school dance

“These are the roots of rape culture, frankly”

by Amy Swales
19 Sep 2017

This is why hardly any men are taking shared parental leave in the UK

Women are still doing the lion’s share of childcare, while men go out to work

by Moya Crockett
19 Sep 2017

Woman finally approaches rush-hour crush, ends up marrying him

She waited a year for him to notice her – and then she took matters into her own hands

by Kayleigh Dray
19 Sep 2017

Dreaming of buying a French Bulldog? Read this first

The secret cost of that Instagram-perfect pup

by Amy Swales
19 Sep 2017

Cookie dough fans, your perfect store is coming to London

We HAVE to try the cookie dough clouds

by Megan Murray
19 Sep 2017

Hilarious Instagram account fulfills all our eavesdropping dreams

‘Overheard London’ documents the capital's weirdest conversations – ever

by Kayleigh Dray
19 Sep 2017

This guy has a creative way of helping his girlfriend’s depression

His post has stolen the hearts of the online community

by Susan Devaney
19 Sep 2017

Love Actually is getting a musical makeover for Christmas

It involves a live orchestra

by Amy Swales
19 Sep 2017

A Hillary Clinton-inspired Nasty Women exhibition has arrived

Because if the US election taught us anything, it’s that misogyny is still rife

by Susan Devaney
19 Sep 2017

Uber forced to apologise for sexist ‘Wife Appreciation Day’ message

“Thank you, Uber, for defining gender roles.”

by Moya Crockett
19 Sep 2017