Audi slammed for 'sexist' advert in China comparing women to second hand cars

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Luxury car maker Audi has been slammed for a “sexist” advert aired in China which appears to compare women to second hand cars.

The commercial, for Audi’s pre-owned car sales website, shows a bride about to get married before the groom’s mother marches over to inspect her nose, ears and teeth. She then glances at the bride’s breasts.

It finishes with a voiceover reading the tagline: “An important decision must be made carefully.”

The commercial sparked an angry backlash with many people taking to social media to complain.

On Weibo, the Chinese equivalent of Twitter, one woman wrote: “Strongly request that this ad is pulled, and for Audi to issue an apology.”

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According to the South China Morning Post, another internet user asked: “From the inception of this idea to its broadcasting, was there a single woman who worked on this commercial?”

Others described it as “disgusting”, “sexist trash” and “disrespectful”.

A spokesman for Audi told the Chinese news organisation that the matter was being investigated. He added that the company’s local joint venture partner was responsible for marketing in China. 

Ad expert Ma Qiji from the China Advertising Association of Commerce told the Telegraph that the commercial could break rules in China.

It comes as the UK’s advertising watchdog announced it is to bring in tougher rules over gender stereotyping after it found ads that mock people for not conforming to gender roles had “costs for individuals, the economy and society”.

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