Advertising Sexism

New Yorkers riled by Flat Tummy Co's 'sexist' Times Square billboard campaign


By John Glenday, Reporter

July 13, 2018 | 3 min read

New Yorkers are up in arms at the sight of a sexist billboard campaign in their midst after a bright pink ad sprouted up in Times Square showing a woman biting on a lollipop with the message: ‘Girl, tell them to suck it’.


New Yorkers riled by sexist Times Square billboard campaign

The brand behind the poster is the Kim Kardashian West-endorsed-Flat Tummy Co and the campaign aims to encourage women to eat less and gain a perfect figure by reaching for the firm's specialised tea, milkshakes and aforementioned lollipops instead of food in moments of hunger.

These snacks and refreshments allegedly suppress the appetite, with Flat Tummy Co boasting that over 1.5m "babes" (or customers) have subscribed to its diet.

Actress Jameela Jamil was quick to call-out the sexism inherent to this campaign on Twitter, complaining that the absence of men implied that only women faced social stigma to achieve the perfect physique.

Others, meanwhile, lamented the choice of location – above a pizza restaurant – for making people feel guilty about eating.

The use of lollipops on the billboard also didn’t go down well, as the ad was further picked apart, with many worried that the prominent display of sweets could attract attention from kids.

Flat Tummy Co joins a long line of advertisers accused of sexism, including a "striptease" promo by a Kazakh airline.

Advertising Sexism

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