Amazon’s Canadian website still showcases ads for men’s tank tops labeled as “wife beater,” despite the Ad Standards Council’s ruling that deems the term offensive and a trivialization of domestic violence, violating Canada’s advertising code. The term originated in the 1930s to describe a style of tight-fitting tank tops initially worn as men’s undershirts. Popularized in 1951 by Marlon Brando’s character in “A Streetcar Named Desire,” the term has faced criticism for its negative connotations.
Women’s rights advocates, including Harmy Mendoza from WomanACT, have expressed frustration over Amazon’s continued use of the term, emphasizing the need for a culture that respects women and survivors. In response, Mendoza initiated a petition urging Amazon to remove the phrase from its listings, highlighting the normalization of gender-based violence.
Despite the Ad Standards Council’s request, Amazon has not removed or altered the ads, citing the term’s common usage in retail and popular culture. Several third-party sellers on Amazon have voluntarily removed the term “wife beater” from their listings following complaints raised by Mendoza and CBC News.
The Canadian Code of Advertising Standards, overseen by Ad Standards, is a voluntary framework adopted by the industry to complement advertising laws. While most companies adhere to the code, enforcement remains voluntary. Critics argue for the establishment of a regulatory body to ensure online platforms remove harmful content, emphasizing the importance of holding corporations accountable for their actions.
Recent data shows a rise in domestic abuse cases in various Canadian regions, underscoring the need for stronger measures to address intimate partner violence. While some countries have implemented legislation to regulate online content, concerns over free speech and compliance persist. The fate of Canada’s Online Harms Act, which aimed to police harmful online content, remains uncertain following its controversial reception and subsequent lapse in Parliament. Advocates continue to push for stricter regulations to promote a safer online environment.
