PC Specialist TV AD pulled down for ‘strongly implying’ sexism

The UK-based Advertising Standards Authority said that PC Specialist’ TV advert strongly implied only men could excel in the specialisms and roles depicted in it. The Advertising Standards Authority received eight complaints which claimed that the advertisement enabled gender stereotypes.


ASA’s Conclusion

The decision to uphold that assessment and therefore take down that video is as follows:

PC Specialist’s response to the ASA

PC Specialist did provide its defence, which was mentioned in the ASA’s report:

The company did not make any post regarding the matter via its social media.

Personal take:

It is unfortunate that, in modern times, you have to point out that the lack of diversity does not imply sexism or racism. It is only when you berate a demographic for who they are that is a serious problem which warrants a takedown and a penalty. This advertisement does none of that. Far from it. The takedown reasoning is so frivolous that banning this ad on the grounds of blowing up a non-RGB PC in favour of RGB-puke systems for content creation would have made more sense (THIS IS A JOKE!). But when the authorized bodies misinterpret its own regulations, it creates a bad perception about using TV as a platform for advertising, or about people in general.

We need to stop behaving like an angry mob from the medieval times with pitchforks and torches in a modern adaptation for something that is not a problem. Such knee-jerk reaction and action downplay the seriousness of social evils in our society. It reminds me when The Verge did not initially accept criticisms (and parody) from system builders, reviewers and Youtubers for a DIY PC build guide that was not done properly, to be put mildly. Instead, they were blamed for racism and used the legal system to take down criticism of a very counter-productive guide that will be seen and accepted by a larger, uninformed audience that would like to build PCs.

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