An online dating advert has been banned by UK regulators after being accused of featuring “sexist and negative gender stereotypes”. The ad was posted to social media site Reddit by US-based dating service Seeking.com, a trading name of a firm called W8 Tech Cyprus.
It depicted an older businessman who throws away a photo of a woman in favour of four young women in bikinis. The ad then displayed the text: “Be the catch” as the women fall over giggling. The video concluded with the message: “Date on Seeking.com. JOIN FREE…4:1 women to men in real life”.
The Advertising Standards Authority (ASA) received complaints that the ad was sexist and perpetuated negative stereotypes.
