Advert Based using "Distracted Boyfriend" Meme Ruled Sexist

An internet firm in Sweden broke gender discrimination rules by using the popular "distracted boyfriend" meme which is widely used online. In the advertisement, a young man is ogles a woman while his girlfriend looks on, shocked. Sweden's advertising regulatory body decided the image was discriminatory to both men and women. The regulator said the ruling was to be taken as advice on good advertising ethics. The company will not have to remove the image and will not be fined.