Advertisement found to be of a 'degrading nature to all married men'
- July 31, 2007RONAs Relaxing Home upgrades Television Ads Found To be Inappropriate by Advertising Standards CanadaOn 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 AlbertaThe complaint was in regard to a series of discriminatory advertisements that ran on HGTV over the May 2007 Victoria Day weekend.One of the ads 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 thats ok they (men) are all like that.Peter Regans 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 Ads 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.ContactsAdvertising Standards Canada175 Bloor Street EastSouth Tower, Suite 1801Toronto, Ontario , M4W 3R8Tel: 416-961-6311RONADanielle LaferrièreDirectrice publicité, commandites et promotion nationalAdvertising, Sponsorships and Promotions National Director RONA Inc.220 chemin du TremblayBoucherville Quebec , J4B 8H7Tel: 514-599-5900 poste 5256Fax: 514-599-5161Peter J. Regan47 Woodview Terrace S.W.Calgary, Alberta ,T2W 5E8403-238-7498
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