Sainsbury’s has apologised for a clothing advert it removed yesterday (16 January) after receiving huge backlash online for appearing to ignore women’s safety.
The supermarket’s poster advertisement promoted a £24 wrap dress and featured the copy: “For walks in the parks or strolls after dark”.
“We’re sorry that due to the design, some customers found this sign to be inappropriate and are working to remove these from the store,” a Sainsbury’s spokesperson told The Mirror. “We’ll work hard with our agency partner to ensure this doesn’t happen again.”
The public received the ad very negatively online, with many people pointing out that walking the streets in the dark has proven to be dangerous for women, with several people losing their lives in recent years.
One Twitter user branded the advert as “tone deaf” and questioned whether Sainsbury’s employed “enough women in advertising”.
Eve Maxwell (@eviemaxwell16) wrote: “@sainsburys I saw this shockingly badly thought out advert through a friend’s Instagram. In light of recent events and protests surrounding women’s safety, this advert is tone deaf, and a very bizarre way of saying that you don’t employ enough women in advertising. Do better.”
@sainsburys I saw this shockingly badly thought out advert through a friend’s Instagram. In light of recent events and protests surrounding women’s safety, this advert is tone deaf, and a very bizarre way of saying that you don’t employ enough women in advertising. Do better. pic.twitter.com/njThsDnHua
— Eve Maxwell (@eviemaxwell16) January 12, 2023
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Journalist, broadcaster and author Mariella Frostrup added: “Should an ad suggesting a dress was good for a “walk in the dark” by @sainsburys have been withdrawn or is it cancel culture craziness when women are in danger everywhere and an ad won’t change or exacerbate that?”
Should an ad suggesting a dress was good for a “walk in the dark” by @sainsburys have been withdrawn or is it cancel culture craziness when women are in danger everywhere and an ad won’t change or exacerbate that? @TimesRadio @RefugeCharity
— Mariella Frostrup (@mariellaf1) January 16, 2023
