Distracted Boyfriend meme treats women as “sex objects”, Sweden rules

The distracted boyfriend meme is sexist to both men and women, Sweden’s advertising watchdog has ruled. The country’s ombudsman, Reklamombudsmannen, said that an advert by a software company using the viral image treated women as “sex objects” and portrayed men in a “stereotypical” light, Telegraph reports.

And the Swedish advertising watchdog has criticised the meme – which was shared on both Bahnhof’s Facebook and Instagram accounts – as being “gender-discriminatory” due to its depiction of women as “interchangeable” and “sex objects.”