Is the "Distracted Boyfriend" Meme Sexist? Sweden Says: Ja

Though Switzerland remains neutral on all issues, their Nordic neighbours to the north, Sweden, has a spicy hot take for you.

Sweden’s advertising watchdog, Reklamombudsmannen, has declared the internet’s beloved "distracted boyfriend" meme to be sexist.

Why is Sweden’s advertising watchdog passing judgement on memes now? Let’s take it step by step.

Last year, Twitter became obsessed with a surprisingly malleable piece of stock photography in which a very bad boyfriend openly wolf-whistled at a passing woman while holding hands with his girlfriend. (She didn’t take it well.)

Here's a relatively innocent example:

pic.twitter.com/Ll1gM4N84J
— Reverend Scott (@Reverend_Scott) August 23, 2017

And a 'galaxy brain' example:

last one probably pic.twitter.com/KYyKkdvZMg
— DougExeter (@DougExeter) August 24, 2017

We published an interview with the photographer of the instantly-iconic "distracted boyfriend" snap, who revealed that the boyfriend went by the persona 'Mario'.

Then, 'Mario' chimed in to clarify that he "would never look [at] someone like that in real life," but that didn’t stop everyone from over-using the photo for their dank memes, and that includes Swedish internet company Bahnhof.

Earlier this year, Bahnhof used the meme for a job ad, suggesting they were wolf-whistle-worthy, compared to "your current employer" (identified as the disgusted girlfriend).

Swedes complained about the ads, and Reklamombusmannen heard them loud and clear, saying the meme was discriminatory against both men and women.

"The committee finds that the woman in red, who is in focus in the image, through the man's appreciative reaction is produced as a sex object," they wrote, adding, "it gives the impression that men can change female partners in the same way as changing jobs."

Though the ombudsman can't impose any sanctions on Bahnhof, the scathing decision isn't exactly good publicity.

On Facebook, Bahnhof responded by basically saying that they were just using the meme as was intended (for LOLs), adding, "If we're going to be punished, it's for using a way too old and tired meme."

Twitter disagreed with the "old and tired" part, making the same joke over and over again:

Sweden's ad regulator says 'Distracted Boyfriend' meme is sexist pic.twitter.com/uLLs64bFTg
— X8Business (@X8Business) September 26, 2018

pic.twitter.com/FR8xzQQZYL
— Nathan (@cricketcelt) September 26, 2018

Sweden rules that the "Distracted Boyfriend Meme" is sexist.

Stockholm city council bans the meme from billboards and advertisements in public spaces. https://t.co/Me3dmhnImJ pic.twitter.com/HZ7cyoi9Yg https://t.co/w7U0Up7hbv pic.twitter.com/zDCoSdxR3v
— Paul Sacca (@Paul_Sacca) September 26, 2018