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The London Fire Brigade has criticized Love Island for "conforming to stereotypes" for airing a challenge based on the firefighters.
The task, which aired during the episode of Thursday's ITV2 broadcast, saw male participants dressed in costumes representing firefighters going down poles, taking off their underwear and by wearing their co-stars safely. The fire and rescue service condemned both the challenge itself and the use of the term "obsolete" firefighter.
It could be one of the most popular shows in 2018, but the stereotypes used on #LoveIsland were directly from the 1970s. The term firefighter n ' has not been used for more than 30 years and women can also be firefighters #FireFightingSexism https://t.co/ZaCUnqyNlR https://t.co/54L4ItVweX
– London Fire Brigade ( @LondonFire) July 13, 2018
A message on the London Fire Brigade's official Twitter account said: "It could be one of the most popular shows in 2018, but the stereotypes used on #LoveIsland were from the 1970s.
"The term firefighter has not been used for more than 30 years and women can also be firefighters #FireFightingSexism."
A follow-up tweet said : "If #LoveIsland only had island women as nurses taking care of h people, would people have found that acceptable?
If #LoveIsland just had island women as nurses occupying men, would people have found it acceptable? Last night's 'firefighter's challenge' shows why we need #Firefightingbadism to show that firefighting is a profession for everyone https://t.co/ZaCUnqyNlR pic. twitter.com/v25dlmA7Ok
– London Fire Brigade (@LondonFire) July 13, 2018
"The firefighter's challenge last night shows why we need #Firefightingbadism to show that fighting fire is a profession for everyone. "
"He wrote to the producers of the show to complain."
He highlighted his #FireFightingSexism campaign, which was launched in October last year and which urges the nation to stop using the term "firefighter"
. It has been suggested that the 2016 research has shown that many women think that firefighting is only for men, and that the use of the term firefighter "reinforces this stereotype"
Prepare for the the badiest challenge. ?? #LoveIsland pic.twitter.com/nLnLgwQwDv
– Island of Love (@LoveIsland) July 12, 2018
Steve Apter, Deputy Commissioner and Director of Brigade Safety and Insurance "As a program that openly encourages women to be independent, I am extremely disappointed that producers have found it acceptable to conform to outdated stereotypes and to use many times the word "firefighter"
"Firefighting is a job It is ridiculous that 35 years after the first female firefighter joined London Fire Brigade, people still refer to the firefighter trade.
"While we understand that the challenges of television shows like Love Island are for fun, we want to get rid of these outdated stereotypes and language choices if more women consider firefighting a career.
Everything started so well … #LoveIsland pic.twitter.com/2mvEiCbHQd
– Island of Love (@LoveIsland) July 12, 2018
" We need tomorrow's firefighters to challenge negative stereotypes today. "
Newspaper Association contacted ITV2 representative to comment
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