The ‘Distracted Boyfriend’ Meme Shows Degrading Stereotypical Gender Roles, Advertising Watchdog Declares
The image of a distracted boyfriend ogling another woman to the shock and disgust of his girlfriend was called the “Meme of the Year” for 2017, but now is being blasted by an advertising watchdog as antiquated and sexist.
The stock image by photographer Antonio Guillem gained popularity last year, with users taking the image of a boyfriend checking out another woman to the disgust of his girlfriend and turning it into a meme to show a sudden new interest in something or someone. But as the Guardian noted, the picture has also generated some controversy.
The stock image has come under fire from Sweden’s advertising ombudsman after being used in an advertisement for an employment recruiting agency. The ombudsman said the picture sends the wrong message about women.
