A real estate agent checking out a woman’s bottom is not degrading, rules ad watchdog

Complaints made against an ad for Rossdale Homes have been thrown out by the Advertising Standards Bureau for degrading women.

One complaint read: “The man showing the couple around continually objectifies the woman by ‘checking her out’. He starts by looking at her bum at the beginning. It has nothing to do with the advert or product. It is just offensive.”

Some members of the Ad Standards Bureau board felt that the behaviour of the estate agent amounted to sexual harassment, and that the lack of action by the husband made his behaviour worse.

However, the majority of the board felt that the brief admiring glances he gives the woman are “more likely to be considered as stereotypical behaviour from a person of that character rather than an act which objectifies the woman in a manner which is exploitative and degrading.”

The Board added that the woman is fully clothed and comes across as confident and in control of the situation, whereas the estate agent’s
behaviour is clearly presented as unacceptable.


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