Morrisons and Barclaycard ads spark ‘sexist’ complaints

Morrisons and Barclaycard have become the latest brands to be accused of “sexism” in their Christmas ad campaigns.


The Morrisons ad features a disgruntled mother character preparing for Christmas and the “comedy moments” that go with it, which the supermarket says is a departure from ads that show the “usual cliché of a perfect day”.

The ASA has received three complaints about the ad, which allege the spot is sexist because it suggests the mother is responsible for doing everything at Christmas.

Barclaycard’s ad meanwhile features a confused-looking father character receiving help to buy a Christmas present for his child from a number of of animated toys.

It has sparked a complaint that the ad encourages gender stereotyping, particularly when the stuffed monkey character – voiced by actor James Corden – says to a Barbie doll: “on your bike dolly, it’s for his son”.

Barclaycard declined to comment. Morrisons did not respond to a request for comment in time for publication.

In both cases the ASA has not yet decided whether to launch a formal investigation into the ads.

The ASA is, however, set to probe Asda’s Christmas ad, which has sparked 186 complaints since its launch earlier this month and has been subject to a social media and campaign group backlash – particularly from Fathers4Justice.

Complainants have argued the “Behind every great Christmas there’s mum and behind every great Christmas there’s Asda” is sexist and reinforces negative gender stereotypes.


Elsewhere, Boots’ Christmas ad has also been the subject of complaints to the advertising regulator after viewers objected to a child blowdrying a dog in the spot.

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