Match.com ad is banned by ASA for showing women as ‘subservient’ to men

A TikTok ad for the dating app Match.com has been banned by the Advertising Standards Authority (ASA).

The ad which can be found here, tells the story of a girlfriend doting on her football-obsessed boyfriend.

The post from June featured a female voiceover reciting lines including: “Things that make him realize I’m a keeper – I will make him his protein shake after the gym,” “I always make sure he has a fresh towel and socks after his shower” and “I put the football on for him every evening”.

The boyfriend in the story was on his phone, feet up on a footrest, as his girlfriend brought him drinks and kissed him.

The ad was challenged for being sexist and for perpetuating negative gender stereotypes, which was upheld by the ASA.

Match.com said the ad was intended to show how small gestures can make a successful relationship and that its agency had based the script on real couples. It added that the post was part of a three-part ad series that also showed the boyfriend’s gestures. In its defense, Match.com asked that the ad be judged within context.

The match-making service went on to say the girlfriend’s gestures were “not time-intensive” and that although carried out in a domestic setting, they didn’t imply she did more domestic chores.

The ruling continued: “For those reasons, they [Match.com] believed that the ad did not portray that women must be subservient to men or that women should shoulder the burden of domestic chores.”

The ASA threw out that defense and noted that all the gestures were domestic chores and that the ad reinforced a negative gender stereotype. The ASA concluded: “The title, when viewed in the context of the ad, reinforced the idea that women should be subservient to men in order to maintain a successful relationship.”

Comments

The 10 Best Pet Sitting Apps of 2025: Compare Costs and Book Instantly

Trying to be a responsible dog owner is rewarding, but it’s also a huge commitment. Finding a last-minute dog walker for a late meeting, a trusted sitter for a vacation, or an affordable trainer can feel overwhelming. You need help that’s reliable, vetted, and available now. That’s where pet sitting apps come in. They connect you with a community of professional dog walkers, sitters, and trainers at the tap of a button. But which app is the right fit for your needs and budget? We’ve broken down the top ten platforms that are leveraging artificial intelligence and advanced technology to provide exceptional care for your pets. We also analyzed hundreds of user reviews, compared features, and tested platforms to bring you the most current information on finding reliable, tech-enhanced pet care. Whether you need occasional dog walking, overnight sitting, or specialized medical care, these apps combine human expertise with technological innovation to ensure your pet receives the best p...

The Best Fish Feed in Nigeria for Catfish: Why Quality Matters

A few months ago, I visited a fish farm run by an ambitious aquapreneur who had high hopes for his homemade fish feed. His pond was large, his vision clear: this feed would cut costs, boost growth, and drive profitability. But within a week, disaster struck. Fish floated belly-up. Growth stalled. The numbers didn’t add up. The problem wasn’t the fish. It was the feed. The catfish were growing exactly as they were fed: poorly. Just as fish can’t flourish on empty calories, a farm can’t succeed on subpar feed. The right nutrition makes the difference between a thriving business and a sinking investment. In Nigeria’s competitive catfish farming industry, choosing the best feed isn’t just about cost, it’s about protein content, digestibility, floatability, and growth performance. The wrong feed leads to stunted growth, higher mortality, and lost profits. The right one maximizes yield, health, and market value. In this article, we’ll explore:...

Struggling to Start Catfish Farming? This 5-Step Strategy Works (Even on a Budget)

Starting a catfish farm can feel overwhelming especially if you’re on a tight budget. Between pond construction, feeding costs, disease control, and finding buyers, many beginners get stuck before they even begin. But here’s the good news: catfish farming is one of the most profitable and scalable agribusinesses in 2025, with global demand for fish protein rising faster than ever. And thanks to modern techniques, you don’t need deep pockets to succeed. In this guide, I’ll break down a proven 5-step strategy to launch your catfish farm, even with limited funds. Whether you’re a complete beginner or a struggling farmer looking to optimize, these steps will help you minimize risks, maximize profits, and build a sustainable business. Why Catfish Farming? The 2025 Opportunity Before diving into the steps, let’s look at why catfish farming is a smart move in 2025: High Demand : Catfish is a staple protein in Africa, Asia, and the U.S., with growing export markets. ...

Trojanpost