Bremen Residents Challenge Sexist Ads: Wellyou Fitness Under Fire
In Bremen, residents have been empowered to challenge sexist advertisements. A complaints office, established in 2017, allows them to report offensive billboards, leading to a decline in such advertisements. The latest controversy involves Wellyou fitness studios, which sparked outrage with a sexualized advertisement campaign.
Wellyou, operating two studios in Bremen, launched a campaign featuring naked, toned individuals exercising. The video, deemed sexist by the German Advertising Council and the State Women’s Affairs Commissioner, sparked dozens of complaints within a week. Despite the backlash, the company denies sexual intent, insisting it aims to showcase the benefits of training: strength, discipline, and self-confidence.
The Advertising Council, while lacking direct power to ban ads, reviews complaints and issues rulings. Officials believe public reprimands usually lead to changes in advertiser behavior. In Bremen, this has resulted in fewer sexist advertisements since the complaints office was set up.
The Wellyou ad campaign has highlighted the ongoing issue of sexist advertising in Bremen. Residents' ability to report such content has led to increased awareness and a reduction in offensive advertisements. The Advertising Council's review process, though not enforceable, encourages advertisers to modify their behavior.
