Thursday, 05. December 2013 - 11:12
13. 06. 12. - 12:00
A commercial for one of Croatia's oldest beers which is currently on TV screens, has upset advocacy group B.a.b.e, who are calling for consumers to boycott the beer as they say the advert is offensive to women.
B.a.b.e (Be active be emancipated), who are working for the affirmation and implementation of women’s human rights in Croatia are outraged at a commercial for Osjecko pivo (beer).
The Ombudsperson for Gender Equality, Visnja Ljubicic says that the six TV adverts, produced by Osjecko brewery and creative agency McCann Zagreb showing a group of males sitting around telling macho jokes with women as the victims of the jokes, will be given a warning for violating the Gender Equality Act because of the sexist and degrading portrayal of women in the advertisements.
'We are preparing warnings for violations of provisions of the Act on Gender Equality, which we will provide the advertiser, the media, but also the offices that approve placing the billboards in public spaces because of the sexist, offensive and degrading female representation in the advertisement for Osijecko beer' said Ljubicic.
Osjecko brewery says that the aim of the campaign is 'to show Osijecko beer in a new and fun way, reports website Tportal.
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