South Africa’s Advertising Regulatory Board has banned an advertisement for Windhoek beer on the basis that it entrenches toxic masculinity in suggesting that “real men drink real beer”. Business Insider reports that the ad features Gerard Butler, described in the regulator’s decision as “a macho looking movie star”, remonstrating with a ‘meeker looking’ bar patron who asks for a slice of lime with his Windhoek. The regulator took issue with both “the entrenchment of the role of men as having to behave in a certain way” and “the entrenchment of male behaviour that is bullying, and what has come to be labelled as ‘toxic masculinity’.” Visit the Future Media News Facebook page to see the ad and if you agree with the ruling.
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