Amazon Faces Backlash Over 'Wife Beater' Tank Top Ads in Canada Despite Ad Standards Ruling

Amazon Under Fire for "Wife Beater" Tank Top Ads in Canada

Amazon Canada is facing criticism for continuing to allow third-party sellers to use the term "wife beater" in ads for men's tank tops. This is despite a ruling by Ad Standards Canada that the phrase is offensive, trivializes domestic violence, and violates the Canadian Code of Advertising Standards. The continued use of the term has sparked outrage from women's rights advocates.

The Origin and Offense of the Term

The term "wife beater" refers to a specific style of tight-fitting tank top, initially introduced in the 1930s as an undershirt. Its association with violence stems from Marlon Brando's portrayal of the abusive character Stanley Kowalski in the 1951 film A Streetcar Named Desire. The use of this term in product descriptions normalizes gender-based violence, according to advocates.

Advocacy and Response

Harmy Mendoza, executive director of WomanACT, an advocacy group focused on ending intimate partner violence, has launched a petition calling for Amazon to remove the offensive term from its website. Mendoza states, "Wife beater is a term that offends, [and] insults not only women but survivors."

Ad Standards Canada Ruling

In 2024, Ad Standards Canada ruled that an Amazon ad using the term "wife beater" violated the Canadian Code of Advertising Standards by showing indifference to violence against women. The council requested that Amazon remove or amend the ad, but compliance is voluntary. Amazon defended the phrase, arguing it was "commonly understood and accepted across retail and popular culture" and didn't breach its Offensive Products Policy because it referenced a type of clothing, not an endorsement of harmful behavior.

Amazon's Stance and Seller Action

CBC News identified 10 ads using the term on Amazon. In response to concerns, Amazon stated that it strives "to maintain a store that is welcoming for all" and considers "cultural differences and sensitivities" when making decisions about product listings. One seller, WANGYUNHUI2025, removed the term from their ads, expressing regret and apologizing for the oversight.

Voluntary Code and Calls for Regulation

The Canadian Code of Advertising Standards is a voluntary code developed and administered by the industry-funded Ad Standards. The organization says the code is voluntary because it complements existing advertising laws and most companies comply. However, activists like sociologist Kaitlynn Mendes, Canada Research Chair in Inequality and Gender, argue for a regulatory body with the power to enforce content removal on online platforms. Mendes believes such mechanisms are "incredibly important" to ensure corporations comply with standards against harmful content.

The Need for Action and Online Harms Act

Reports indicate a rise in domestic abuse cases in regions like Ontario and Nova Scotia, with 139,020 reports of intimate partner violence received by Canadian police in 2023, the majority of victims being women. The European Union's Digital Services Act imposes strict rules on online platforms for user safety and content moderation. While Canada's proposed Online Harms Act (Bill C-63) aimed to police harmful content, it faced controversy and ultimately died in Parliament. Advocates like WomanACT's Mendoza continue to push for Amazon to eliminate the term "wife beater" from its website, emphasizing the importance of not using such language in Canada.

Key Players and Actions

Source: CBC News