'Distracted boyfriend meme' is sexist, rules Swedish advertising watchdog

Article here. Excerpt:

'The image, known by online communities as 'Distracted Boyfriend Meme', is based on a stock photo of a man turning away from his appalled to girlfriend to look at an attractive woman. Swedish internet service provider Bahnhof used the image alongside a jobs advert; in their take on the meme, the boyfriend was turning away from "your current workplace" to stare at Bahnhof.

Sweden's advertising watchdog RO has now ruled that the use of the meme was "gender-discriminatory", both due to presenting women as "interchangeable" and "sex objects" and presenting "a stereotypical picture of men seeing women as interchangeable".'