“So Easy, Even A Man Can Do It”

The Advertising Standards Authority has determined that an oven cleaner ad that uses the line “So easy, even a man can do it,” is not sexist and demeaning to men. The ASA concluded that viewers would see the ad as amusing. Some viewers complained that the ad was demeaning to women, since it implied that women usually clean ovens.

In its adjudication, the ASA found that

[T]he scenario of a man who did not enjoy cleaning the oven being “forced” to do so by his disapproving wife was portrayed in a manner that was likely to be seen by the majority of viewers as light hearted and comical. The mans behaviour in particular and the “disclaimer” at the end of the ad were clearly intended to be over the top and humorous and both characters childlike behaviour appeared incredulous.

We noted that the ad used mild humour to refer to traditional gender stereotypes but considered that the overall impression was such that it did not portray either gender in a way that stigmatised, humiliated or undermined them by using harmful stereotypes.  We noted some might consider the humour in the ad in poor taste but concluded that it was unlikely to cause serious or widespread offence.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 6.1 (Offence) and 6.6 (Harmful or negative stereotypes) but did not find it in breach.