Several advertisements on Amazon promoting tank tops labeled as “wife beaters,” a term considered offensive by Canada’s advertising regulatory body, have been removed from the e-commerce platform following an investigation by CBC News. Amazon stated that it does not have an issue with the term and suggested that the third-party sellers responsible for the ads acted independently.
The term “wife beater” is commonly used to describe a specific style of tight-fitting men’s tank tops. Despite a ruling by the Ad Standards Council in March deeming the term offensive and in violation of Canada’s advertising standards, Amazon allowed third-party sellers to use it in their ads. Ad Standards, which regulates the advertising industry in Canada, oversees the voluntary Code of Advertising Standards.
Although Ad Standards requested that Amazon discontinue the use of the term “wife beater,” Amazon defended its stance, citing that the term is widely accepted in popular culture and does not violate its Offensive Products Policy. Following CBC News’ investigation, eight dealers were informed about the ruling, leading to the removal, amendment, or unavailability of nine out of the ten ads featuring the term.
Two dealers directly responded to CBC News, expressing regret for the use of the term and promptly taking corrective action. The only remaining unchanged ad is for women’s tank tops, as opposed to men’s. Amazon Canada reiterated its position that the term “wife beater” is an acceptable descriptor for clothing and stated that it did not instruct dealers to modify their ads.
Ad Standards intervened in response to a complaint from Diana Swales, who found Amazon’s promotion of men’s “wife beater” tank tops offensive. Swales expressed disappointment in Ad Standards’ inability to compel Amazon to remove the term from its platform, highlighting concerns about the company’s indifference due to its size. However, Swales commended the dealers for adapting their ads in response to the ruling.
Amazon emphasized its commitment to maintaining an inclusive store environment and considering cultural sensitivities in its product listings. Women’s rights advocates expressed frustration over Amazon’s continued use of the term “wife beater,” which they argue trivializes domestic violence despite regulatory objections.