Key Points
- The ARB found the term “birdies” infantilising and in breach of gender portrayal standards.
- Chas Everitt defended the ad as a golf pun but is not bound by ARB jurisdiction.
- Members have been directed to reject the ad in its current form.
The Advertising Regulatory Board (ARB) has issued a directive to its members prohibiting the acceptance or publication of a billboard advertisement by Chas Everitt International Property Group. The ad, which refers to two female estate agents as “birdies,” was found to perpetuate gender stereotypes and diminish the agents’ professional credibility.
The billboard, displayed near a golf estate, features the tagline “Not your average birdies” without any reference to real estate services. A consumer complaint argued that the term implies women are decorative or trivial unless deemed “above average,” and that the ad fails to acknowledge the agents’ professional roles. A community WhatsApp group reportedly echoed widespread disapproval of the ad’s tone.
Advertiser’s defence: A play on words
In a legal response submitted by Nochumsohn Pretorius Attorneys, Chas Everitt stated that it is not a member of the ARB and does not submit to its jurisdiction. Nonetheless, the company defended the ad as a light-hearted pun, referencing the golfing term “birdie” (a score of one under par). They argued that the term was not intended to offend and likened it to the informal use of “bloke” for men.
ARB’s ruling: Language and cultural impact
The ARB Directorate evaluated the ad under Clause 3.5 (Unacceptable Gender Portrayal) and Clause 1 (Offensive Advertising) of the Code of Advertising Practice. It found that the term “birdie,” even when used playfully, objectifies and infantilises the women depicted. Unlike “bloke,” the term “bird” has a documented history of trivialising women.
The Directorate cited a UK court ruling that found the term “birds” inherently sexist and referenced commentary from The Guardian and The Independent highlighting the term’s problematic connotations. It concluded that the ad undermines the professional dignity of the women portrayed and reinforces harmful gender norms.
Final outcome
Although Chas Everitt is not bound by ARB rulings, the Directorate issued the decision as guidance for its members. It concluded: “The use of the term ‘birdie’ constitutes negative gender portrayal. It objectifies and infantilises women, undermining their professional dignity and reinforcing harmful stereotypes.”
Members of the ARB have been instructed not to accept or disseminate the advertisement in its current form.
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