'Sexist' cherry ad pulled in Spain

July 2, 2013 at 1:48 PM
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MERIDA, Spain, July 2 (UPI) -- A commercial for a variety of Spanish cherries has been pulled from the Internet following complaints it used women's bodies in a sexist manner.

The Spanish Socialist Worker's Party, or PSOE, and unions objected to the advertisement for the Picota del Jerte variety of cherries, released June 25, for using sexually suggestive language and images of women's bodies, The Local.es reported Tuesday.

The advertisement juxtaposed images of women's bodies with suggestive language such as "size does matter," "the smaller the better," and "the older, the taster."

The cherry ad said the "sweetest, smoothest and meatiest" are the "fresh ones."

Nelida Martin, secretary for equality for the PSOW in the Extremadura region said Spain's advertising laws "prohibit any commercial which injure the dignity of women, or which put in danger the rights of the constitution, especially when it comes to infancy, childhood and women."

"We are not going to consent to women's bodies being using as advertising and as objects of desire in a commercial lacking in creativity," Martin said.

Spanish union CCOO called the ad "denigrating" to women because it "used sexist and vulgar stereotypes."

The official council for Jerte cherries pulled the advertisement from its website.

The council said it "never intended to offend and aggravate anyone" and its members are "deeply" sorry for any offense caused by the ad.

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