Story perspectives

Ad Controversy: Gender Stereotypes in New World Campaign

10/26/2025

50 6

Summary

Story summary

A complaint was filed against a New World advertisement alleging it depicts men as incompetent cooks and reinforces gender stereotypes.
The advertisement features a daughter's boyfriend, a butcher, who is accused of lying about his cooking skills.
The authority ruled that the advertisement did not breach advertising standards, describing it as light-hearted and relatable.
Foodstuffs supported the decision, emphasizing the ad's aim to celebrate food's role in bringing people together.

1 of 1

Story summary

A complaint was filed against a New World advertisement alleging it depicts men as incompetent cooks and reinforces gender stereotypes.
The advertisement features a daughter's boyfriend, a butcher, who is accused of lying about his cooking skills.
The authority ruled that the advertisement did not breach advertising standards, describing it as light-hearted and relatable.
Foodstuffs supported the decision, emphasizing the ad's aim to celebrate food's role in bringing people together.