KFC apologises for 'sexist' ad showing boys staring at woman's breasts

Harriet Brewis
KFC

KFC has apologised over one of its adverts which shows two young boys ogling a woman in a low-cut top.

The short commercial, broadcast in Australia, features a scantily clad woman checking her reflection in the tinted window of a parked car.

Bending over, she adjusts her breasts just as the windows lower to reveal an older woman and two school-aged kids sat inside.

The boys look mesmerised as they stare at the stranger, while the woman - presumably the mother - looks disapproving.

The startled woman discovers there are people in the car

The 15-second clip sparked widespread outrage on social media, with critics accusing KFC of reinforcing "tired and archaic stereotypes".

Collective Shout, an Australian women’s rights group, said the advert promoted the sexual objectification of young women “for male pleasure”.

Women's right's campaigners said the ad reinforced 'tired' old gender stereotypes (KFC)

Spokeswoman and campaigner, Melinsa Liszewski, said: “Ads like this reinforce the false idea that we can’t expect better from boys.

“It is another manifestation of the ‘boys will be boys’ trope, hampering our ability to challenge sexist ideas which contribute to harmful behaviour towards women and girls,

"The research is solid: attitudes shape behaviour. A growing number of reports show how re-enforcing of gender stereotypes - including in advertising - contributes to a lesser view of women, resulting in their mistreatment."

The ad ends with the woman tucking into a Zinger meal with her friends (KFC)

Representatives for KFC responded with a short statement on Tuesday saying: “We apologise if anyone was offended by our latest commercial.

“Our intention was not to stereotype women and young boys in a negative light.”

The advert has run on Australian TV and remains on the chain’s YouTube channel.

KFC has not confirmed if it will take it down.​