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Advertisement found to be of a 'degrading nature to all married men'

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  • Robert Brown
    July 31, 2007 RONA’s “Relaxing Home upgrades” Television Ads Found To be Inappropriate by Advertising Standards Canada On May 28, 2007 a complaint was
    Message 1 of 1 , Aug 1, 2007
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      July 31, 2007 
       
      RONA’s “Relaxing Home upgrades” Television Ads Found To be Inappropriate by Advertising Standards Canada
       
      On May 28, 2007 a complaint was filed with the Advertising Standards Canada  on behalf of the Canadian Fathers Rights Movement by Peter Regan of Calgary Alberta
       
      The complaint was in regard to a series of discriminatory advertisements that ran on HGTV over the May  2007 Victoria Day weekend. 
       
      One of the ad’s shown has a wife and mother proceeding into a RONA store with “homestressidous” (sic) condition. A female RONA clerk suggests to the wife that her husband does not help her around the house, and the customer nods affirmatively. The clerk then says “that’s ok they (men) are all like that.” 
       
      Peter Regan’s complaint is that the ad was discriminatory towards all married men. It is in effect a "labeling" that is not appropriate. Regan suggested that "comments or suggestions like these portray all married men as non-productive members of the family unit.” 
       
      On July 18, 2007 in their response to Mr. Regan's complaint, Advertising Standards Canada indeed found the Ad’s to be of a "degrading nature by labeling all married men as being lazy". The Television Advertisements are not to be run again in the original form, should be 'pulled' from airing or they have to be dramatically changed.  
       
       The record and result of the complaint will be filed on the ASC website in September.
       
       Contacts
      Advertising Standards Canada
      175 Bloor Street East
      South Tower, Suite 1801
      Toronto, Ontario ,  M4W 3R8
      Tel: 416-961-6311
       
      RONA
      Danielle Laferrière
      Directrice publicité, commandites et promotion national
      Advertising, Sponsorships and Promotions National Director RONA Inc.
      220 chemin du Tremblay
      Boucherville Quebec , J4B 8H7
      Tel: 514-599-5900 poste 5256
      Fax: 514-599-5161
       
       Peter J. Regan
      47 Woodview Terrace S.W.
      Calgary, Alberta 
        T2W 5E8
      403-238-7498
       


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