This is old news, but I found the ad so offensive that i felt compelled to post it anyway. Apparently the creators of the ad find excessive drinking to be extremely repulsive, but of course only for women. Why? Because drinking excessively is drinking “like a man.” And the ad relies on attempting to provoke disgust by displaying a masculine-looking face with makeup and female attire. A trans woman in the town where the ad was distributed has filed a complaint about the ad, and asked for its removal. However, NHS claimed that the posters had been effective in reducing excess drinking in women, and saw no reason to remove the ads. The creators of the ad insist that they made the ad in conjunction with the “national lead for the transgender community,” and that the ad is not transphobic or problematic.
There are legitimate health risks of excessive drinking, both for women AND men. But this ad doesn’t even make it clear that excessive drinking is the problem. “Wine doesn’t just come with cheese. For women it is accompanied by hair loss, wrinkles, and obesity, plus other problems like breast cancer, early menopause and memory loss.” By making the ridiculous implication that drinking wine makes women old, obese, and unattractive, the ad plays on misogynistic stereotypes of appropriate female behavior and reinforces cultural ideals of feminine attractiveness. By displaying a masculine face with makeup as an example of the imminent aging, obesity, and unattractiveness for women who drink excessively, the ad also implies the breaking of socially imposed gender roles is equivalent to a lack of attractiveness. It’s pretty disgusting that an organization that is intended to promote public health could create an ad that is so offensive and harmful in so many ways.