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LONDON – For some people, it's just an innocent joke about a man who can not keep his eyes on his own girlfriend.
For others, it is a commentary on the interchangeability of women.
The Swedish advertising mediator, an industry body, was inspired by this last interpretation of a widely shared, well-known meme "Distracted boyfriend."
In a decision released this week, the organization found that Bahnhof, an internet service provider, had violated its rules against sex discrimination by using the image of a man turning to a dead woman.
The picture had been widely shared at the time when Bahnhof was using it in a Facebook post. In 2017, he urged a Twitter user to write the story of the three characters and turn the models into celebrities.
The news of the decision of the Reklamombudsmannen, or Swedish advertising mediator, has even attracted some memes.
The Bahnhof post, intended to promote job opportunities in the company, described this man as "you". The woman who stole his attention represented opportunities at Bahnhof, while the girlfriend he ignores
Discussions of how advertising is portraying and targeting women have developed as people have begun to defend themselves against disparaging images, especially those that have spread rapidly online. The advertising group took the position of Bahnhof after receiving 15 complaints claiming that the image was objectifying and unrelated to what was being promoted.
The ruling reflects the changing customs in Europe, as well as the changing advertising sector, said Cathrine Jansson-Boyd, consumer psychologist at Anglia Ruskin University in Cambridge, UK.
"We have seen across Europe, in terms of mainstream advertising, that these messages are not correct," Ms. Jansson-Boyd said. "We are more aware of what is right and what is not. The idea that you can trade a woman as a job is not acceptable. "
But Bahnhof is unrepentant.
Jon Carlung, the CEO, argued that the decision – which does not involve any penalty or fine – was an overreaction. He pointed out that the head of the communications division of Bahnhof, who happens to be a woman, had no sexist remarks.
"We will fight hard to use memes in every way we feel," said Carlung. "We will not be subject to censorship in any sense."
"People will be upset about anything," he added.
However, according to Anja Lambrecht, a marketing professor at the London Business School, specializing in digital marketing, the decision could encourage other companies to look more closely at the benefits they derive from using these images.
"We know, in fact, from the research, that advertisements perceived as scandalous are getting more attention, but that they are not necessarily more convincing," Lambrecht said.
Mr. Carlung said it was something he had weighed: "This announcement was probably the most advertised job posting in Sweden. It was not our plan and now we have a lot of attention.
"It can be good, it can be bad," he added.
The ombudsman depends on self-regulation within the industry and said the decision was meant to serve as a guide to other companies.
Bahnhof noted in his statement: "If we are to be punished, it is because of the use of a tired old meme".
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