Ikea Apologizes For And Pulls Sexist Chinese Ad04:33

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Published on January 27, 2018

An Ikea commercial in China that featured a mother berating her daughter for “not bringing home a boyfriend” was recently pulled after it was deemed as too sexist.

Critics say that last month’s 29-second ad reflected China’s insensitivity toward single women, who regularly face cultural pressures to get married.

The commercial started with a family dinner scene that had the mother snap at the daughter. “If you don’t bring home a boyfriend next time,” the woman says, “then don’t call me Mum!” Then, once the woman’s boyfriend appears the door, the parents roll out Ikea tableware for the dinner.

In addition to pulling the ad, Ikea also offered a formal apology, saying that the commercial gave the wrong perception.

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