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Council rules against McD's spot

By Published on .

[stockholm] Sweden's Marketing Council ruled a McDonald's Corp. spot was "gender discriminating" and out of order with the country's strict gender-equality legislation. It ran on three Swedish networks but can't air again. McDonald's apologized and confirmed that it would follow Sweden's gender-equality laws in future ads. McDonald's had considered using the commercial, by Publicis Groupe's Leo Burnett Worldwide, in Denmark, Norway, Finland, and Germany. In the controversial spot, a woman helps a man prepare for work. She hands him a cup of coffee and helps fasten his tie. In the background, a son and daughter imitate their behavior. According to the council's ruling, the commercial "conveyed stereotypical gender roles. ... This imbalance violates Sweden's gender equality laws."
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