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

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Emily Badiozzaman
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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.  

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