Bosch Advertising Sexism

Bosch takes down 'sexist' ad promoting windshield wipers


By Shawn Lim, Reporter, Asia Pacific

August 26, 2019 | 3 min read

Bosch has taken down an ad in Singapore which it said did not comply with its values or code of business conduct.


Bosch said it does not tolerate discrimination of any kind and regret the posting.

The ad on Facebook by the German company's vehicle technology division, Bosch Automotive to promote its windshield wipers, showed the back view of a woman from the view of the windshield of a car, asking the question "Don't you wish to see this clearly"?

When contacted by The Drum about the sexist nature of the ad, a Bosch spokesperson said the company took down the ad because it has a strong value-driven culture emphasizing mutual respect, fairness, openness and trust, responsibility, and diversity.

"We do not tolerate discrimination of any kind and regret the posting. Therefore we have also realigned with the responsible associates to ensure that future issues are avoided," the spokesperson added.

Other brands who have found themselves in a debate about sexism in their ads in Singapore include Circles.Life, which had to pull its out-of-home ad in an MRT station after the subject of the ad led to a police report being made.

Eunice Olsen, a former Miss Singapore Universe and actress, made the report after she was told of the ad, which is part of the digital telco’s promotion of the new Discover feature in its app. As part of the campaign, Circles.Life invited people to submit their own ‘Epic Invite’ that it would then blow up on a billboard.

The ad in question had said: “@euniceolsen Would you rather French Kiss or take me out for the French Film Festival?", which was submitted by someone called @alexkrygsman.

In the UK, the Advertising Standards Authority (ASA) has introduced a new rule designed to clamp down on gender stereotypes.

Ads that portray men as being hapless dads, imply women are unable to park a car or belittle men for carrying out typically ‘female’ tasks will be banned.

Bosch Advertising Sexism

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