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Watch: IKEA apologies for China ad showing single women in negative light

IKEA said it understood the concern over the commercial and apologised for giving the wrong perception

IANS  |  Beijing 

Swedish giant IKEA on Thursday issued an apology and pulled out a controversial TV ad in China after receiving backlash from viewers who said it was perpetuating negative images of single

The commercial shows a mother telling her single daughter, "Don't call me your mom if you still can't come back with a boyfriend," reports Xinhua news agency.

The daughter is then shown bringing a boyfriend to the family living room. The atmosphere in the home changes drastically, with the parents pleasantly tidying up with the help of IKEA items.

A caption that says "celebrate every day easily" appears on screen.

Many people on social media accused the commercial of promoting traditional expectations for to marry early, preferably in their early 20s.

Single in their late 20s or older are often under heavy pressure to get married, especially from parents. For those who don't, the phrase "leftover women" is sometimes applied.

IKEA said it understood the concern over the commercial and apologized "for giving the wrong perception".

"IKEA encourages people to live many different lifestyles," it said, adding that "gender equality is a fundamental part of the IKEA culture and values".

In July, the German brand Audi pulled out a commercial that appeared to compare to used cars.

Watch the video here.


(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

First Published: Thu, October 26 2017. 13:26 IST