I complained. My complaint was in category 3 of the complaints
- Complainants objected that the ad was offensive, perpetuated harmful gender stereotypes, and was sexist because the male character is shown to behave in a manner that most complainants believed to be aggressive, whilst the female characters are shown to be passive and allow the destruction to happen. Other objections raised were that some of the scenes depicted, such as his interactions with what appears to be his sister, were suggestive of domestic abuse or bullying and could normalise such behaviour
The response is, in my view , feeble.
3 Council acknowledged that both the female characters in the ad did not intervene when various items around the house were either damaged or knocked over, however they considered that their reactions would likely be seen as light hearted bemusement at the boy's dancing and attire rather than being seen as passive or scared of the boy's behaviour. Whilst the boy was shown to knock over what appears to be his sister's paints, he was not depicted as angry or violent, nor did the girl appear to be frightened, and Council considered that the ad was unlikely to suggest that he was bullying the girl. Council therefore concluded that the ad was unlikely to cause serious or widespread offence on the basis that the ad was sexist,perpetuating harmful stereotypes, or suggestive of bullying or domestic abuse, or that it would be seen as condoning such behaviour
"Knock over" to me suggests something accidental. It wasn't accidental.
I'm also surprised in order to be bullying behaviour it must be done in anger or with violence or that the reaction to being bullied should be to appear frightened.
A bully can easily be calm, collected and non physically violent. The reaction to be being bullied can often be a studied, controlled non- reaction.