Hotel chain removes advert after it was described as 'sexist'

fizkes / iStock Getty

A hotel has been forced to remove an advert that's been branded 'sexist', after it received a huge backlash online.

The advert, for the Sofitel Hotel in Brisbane, Australia, featured a couple wearing bathrobes sitting in bed enjoying a continental breakfast of pastries, a fruit platter, and coffee.

However, eagle-eyed Twitter users were quick to point out the 'sexist' nature of the couple's reading material.

The man in the photograph is pictured reading the Australian Financial Review, while the woman is seen clutching a Chanel coffee table book, presumably about fashion.

Twitter users Ingrid Svendsen noticed the advert, and posted a picture of it to her Twitter account, accompanied by the caption:

He reads the Financial Review. She peruses a fashion mag. Who dreams up and approves this stuff @SofitelBrisbane?

Others were quick to point out the stereotypical nature of the models' reading material.

Some women said they're more interested in the financial review.

Others were simply shocked.

And also disheartened.

And of course, the woman is 'watching her waistline'.

Well, at least the man has the book the right way up, we guess.

Others picked up on the Mad Men vibes.

In response to the criticism, a spokesperson for Sofitel Hotels said:

There was no intention of portraying a stereotype, but we recognise it and apologise for any offence that it has caused.

The creative has since been pulled from any future communications activity.

HT LadBible

More: This annoyed dad has a problem with sexist packaging

More: Female author shuts down sexist interviewer in the best possible way

The Conversation (0)