Distracted Boyfriend meme is sexist, rules Swedish ad watchdog

Photo of Distracted Boyfriend meme is sexist, rules Swedish ad watchdog
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Popular image of man ogling another woman deemed degrading and discriminatory

The popular Distracted Boyfriend meme, based on a photo of a man turning away from his outraged girlfriend to stare admiringly at another woman, has been ruled sexist by Sweden’s advertising ombudsman.

The stock image, also known as Man Looking at Other Woman, by Antonio Guillem, a photographer from Barcelona, was named meme of the year in April and was one of the most widely shared memes in 2017, providing comment on anything from music to politics to hit TV shows.

Related: I didn't know what a meme was, says Distracted Boyfriend photographer

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