Following an investigation by CBC News, Amazon has removed several ads from its Canadian website that featured tank tops using the term “wife beater,” a phrase considered offensive by Canada’s advertising watchdog.
Amazon stated that it does not have any objections to the phrase and indicated that the third-party sellers who listed the tank tops on the platform took independent action.
The term “wife beater” is commonly used to describe a particular style of fitted men’s tank tops. Despite a ruling from the Ad Standards Council in March deeming the phrase offensive and a violation of Canada’s advertising code, Amazon permits third-party sellers to use it in their ads.
Ad Standards, which oversees Canada’s voluntary Code of Advertising Standards, had requested Amazon to discontinue the use of the term “wife beater.” However, Amazon justified its stance by stating that the phrase is culturally accepted and does not contravene its Offensive Products Policy.
CBC News informed eight dealers running 10 ads containing the term about the Ad Standards ruling. Subsequently, nine of the ads were either removed, modified to exclude the term, or made unavailable for purchase.
Two of the dealers directly responded to CBC News, expressing regret and promptly removing the term from their ads.
Amazon Canada clarified that it did not instruct the dealers to make changes to their ads and maintains that the term “wife beater” is an acceptable descriptor for clothing.
Ad Standards intervened in the case following a complaint from Diana Swales of Regina in 2024. Swales was disturbed to receive an email from Amazon recommending a men’s “wife beater” tank top and expressed disappointment in the watchdog’s inability to compel Amazon to remove the phrase from its website.
While Swales acknowledged that Amazon’s size may hinder swift action, she commended the dealers for promptly responding to the matter once made aware of its offensiveness.
Amazon emphasized its commitment to inclusivity and cultural sensitivity, stating that it considers these factors when making decisions about product listings on its platform.
