God Loves Women

A blog sharing my love of God, the love He has for women and my frustration that the Church often doesn't realise this

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Lynx Advert Complaint

Posted by God Loves Women on January 19, 2012 at 3:30 PM

I have just been tweeting with people about the Lynx "Axe" advert which portrays a man building an ark (as in Noah's Ark) while women walk to the ark two by two.  There is so so much that is problematic about this advert.  It mocks the sacred story (for Christians, Muslims and Jews) of Noah.  Also it degrades women, inferring that they are animals, sexualising them and promoting very wrong attitudes to women.  You can watch the advert here.


Let us unite as people of faith, or of no faith, and those who stand against abuse of women and complain about this advert.  If enough of us complain, we will make a difference!


Complaining takes less than five minutes to do.  Here's how to do it:


  1. Go to the ASA (Advertising Standards Agency) Website here
  2. Go through the steps to complain
  3. When asked what type of advert select "broadcast"
  4. Don't worry about putting the exact channel or time of seeing the advert, just say "TV" and "recently"
  5. The advertiser is: Lynx
  6. The product is "Axe"
  7. For the "Description of complaint" I have put, feel free to use some of this text or write your own

    I am appalled by the Lynx advert.  It not only devalues and undermines a sacredreligious text of Christians, Jews and Muslims, but also infers women areanimals, a message which reinforces and perpetuates the abuse, sexualisationand degradation of women.  The messagesthe advert is giving are not only offensive to three religious communities, butalso abusive to women.

  8. Submit your complaint

That is it!  Let us do this people!

Categories: Violence against Women, Lynx Complaint

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4 Comments

Reply Donna King
8:46 AM on January 21, 2012 
this advert is disgraceful and is very offensive we need to stand up and come against this kind of
evil that gives the devil a foot hold in Jesus Name !!!!!!!
Reply Thomas Creedy
7:01 AM on January 25, 2012 
Thanks for flagging this up. Pretty flipping ott unbelievable. Then again, most lynx adverts are awful. This one does perhaps take the biscuit.
Reply Amy
12:56 PM on November 14, 2012 
I am glad that I was able to complain so quickly about this obviously offensive advert, it not only degrades women by likening them to the animals but also makes a joke of noah's ark in which they have put a room for pole dancing in...ridiculous.
Reply WesleyCog
8:20 AM on August 18, 2018