Woman blasts company for using busty ‘airhead’ to advertise financial services

A woman was gobsmacked after seeing a "sexist" advert featuring a busty woman to advertise financial services pop up on social media.

Natalie Agostinho has criticised the company after noticing one of their sponsored ads on Instagram.

The woman in the ad is wearing a low-cut pink vest top, has a head full of curlers, her finger placed to her chin and is puckering up her shiny lips in a confused way, with the tag line ‘do I need a financial advisor?’.

Natalie, 36, claims it suggests the woman has blown her cash on a hairdo and perpetuates the stereotype that millennial women can’t successfully manage their finances.

The company who created the advert, Local Financial Advice, said it regrets any offence caused by the advert, which was meant to portray a ‘pondering’ woman.

The ad has now been pulled and a full review of the organisation’s sign-off process will take place.

Natalie, a HR manager from Manchester said: "I thought it was going to be an advert for a blow dry at a salon but when I realised what it was for I got really cross.

"It’s that same old stereotype that women should leave men to do the financing because they aren’t ‘clever enough’ to do it themselves.

"The advert is saying that millennial women are more interested in their make-up than finances and are incapable of sorting it themselves, which is false.

"It’s like we’re all little airheads.

"I am personally really fed up with the daily sexism, it’s all the same at the minute how women are treated and perceived."

Natalie contacted Local Financial Advice on social media and claims she has yet to receive a response.

Natalie said: "I haven’t heard anything from the company and don’t expect to hear anything from them to be honest.

"We go through our whole life just dealing with daily sexism yet when we stop and think about it properly we realise we shouldn’t have to go along with it.

"Women have to do a lot to try and prove themselves so we don’t live up to the stereotype that has been built.

"Companies having adverts like this really doesn’t help us.

"What makes it worse is that as it’s a sponsored post it will only appear on a certain demographic’s feed, which could be young females.

"This just reinforces the ‘clueless’ stereotype to young women and makes them think that is how they should act."

A Local Financial Advice spokesperson said: "We constantly test new adverts across social media to test sentiment and attractiveness to our target audience and we regret any offence caused and can assure that this particular image is no longer running.

"This image was one of nine being tested by our external agency.

"Internally we have a review process to make sure that adverts are not misleading and will not cause offence.

"Those involved in selecting the images consisted of male and female team members.

"We can assure you that the images selected did not intend to portray women in any situation other than someone who is thinking / considering / pondering.

"Unfortunately this has slipped through the net and a full review of our advert sign-off process will take place."

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