Tank top ads using ‘offensive’ phrase on Amazon removed from site after CBC investigation
Several ads for tank tops on Amazon that used the term “wife beater,” a phrase deemed offensive by Canada’s advertising watchdog, have been removed from the retail giant’s Canadian e-commerce website. After investigation by CBC News,
Amazon told CBC by phone it had no problem with the phrase and said third-party dealers selling tops on its website may have acted on their own initiative.
The slang term “wife beater” refers to a certain style of fitted men’s tank top. CBC News recently reportedAmazon allows third-party sellers to use it The words in the ads, despite a ruling by the Advertising Standards Council in March that the phrase is offensive, trivializes domestic violence and violates Canada’s advertising code.
Advertising Standards, Canada’s self-regulatory advertising industry watchdog, oversees the country’s code of advertising standardsWhich is voluntary.
Amazon chose to ignore an advertising standards request to remove the term “wife beater”. The US-based e-commerce giant told the industry watchdog that the phrase accepted in popular culture and does not violate Offensive Products Policy,
As part of its investigation, CBC News notified eight dealers who used the term in a total of 10 Amazon ads about the Advertising Standards decision. So far, nine out of 10 ads have either been removed, amended to exclude the wording, or, in one case, the product listed is no longer available for purchase.
Two dealers responded directly to CBC News.
“I am deeply sorry,” NATPOST said. “I will remove the link immediately.”
“I deeply regret the harm this has caused,” said dealer WANYUNHUI2025, which removed the wording from its tank top ads.
“I understand how important it is to use respectful and inclusive language, and I assure you this will not be an issue moving forward.”
One ad that remains unchanged is the only one selling tank tops for women instead of men.
Amazon Canada informed CBC News that it has not asked dealers to change their ads, and still stands by its position that the term, “wife beater” is acceptable as a clothing descriptor.
‘Amazon is too big to care’
Ad Standards took action on the Amazon case in 2024 after receiving a complaint from Diana Swales of Regina. Swales saysHe was surprised when the retailer sent him an email about products on their site that he might be interested in, which included a men’s “Wife Beater” tank top.
“This is clearly offensive,” she said. “It should be offensive to all women, but it is certainly offensive to those who have been affected by that activity.”
Swails was disappointed that Advertising Standards could not force Amazon to remove the phrase from its website.
“I think Amazon is too big to care,” she said.
But Swales was pleased to hear that almost all of the ads obtained by CBC News have disappeared or been replaced.
“I congratulate them,” she said, referring to the dealers. Swales said that PPerhaps they just needed to be made aware that this phrase could be considered offensive.
Amazon told CBC News in an email that it “strives to maintain a store that is welcoming to all,” and that it “takes into account cultural differences and sensitivities” when making decisions about product listings on its website.
Despite a ruling by Ad Standards Canada that the term ‘wife beater’ used to describe a type of men’s undershirt violates the country’s advertising code, ads on Amazon’s Canadian website still include the term. Some women’s rights advocates are disappointed because they say the term trivializes domestic violence.
