Several advertisements on Amazon promoting tank tops using the term “wife beater,” which is considered offensive by Canada’s advertising standards, have been removed from the e-commerce platform following an investigation by CBC News. Amazon stated that the usage of the phrase was initiated by third-party sellers and not by the company itself.
The term “wife beater” is slang for a specific style of men’s fitted tank tops. Despite a ruling by the Ad Standards Council in March deeming the phrase offensive and in violation of Canada’s advertising code, Amazon allowed third-party sellers to use the term in their ads.
Ad Standards, the regulatory body overseeing Canada’s Code of Advertising Standards, had requested Amazon to discontinue the use of the term “wife beater.” However, Amazon defended its stance, citing that the phrase is widely accepted in popular culture and does not violate its Offensive Products Policy.
Following CBC News’ investigation, most of the dealers using the term in their ads have either removed, modified, or made the products unavailable for purchase. Some dealers expressed regret and promptly made changes upon being informed about the ruling by Ad Standards.
Despite the removal or alteration of most ads, one advertisement featuring women’s tank tops with the term “wife beater” remains unchanged. Amazon Canada affirmed its position that the term is acceptable as a clothing descriptor and did not instruct dealers to modify their ads.
Ad Standards intervened in the Amazon case after a complaint from Diana Swales in 2024. Swales objected to receiving an email from Amazon suggesting a men’s “wife beater” tank top and expressed disappointment in Ad Standards’ inability to compel Amazon to remove the phrase.
While Swales acknowledged the efforts made by dealers to adjust their ads, she criticized Amazon for its handling of the situation. Amazon emphasized its commitment to maintaining an inclusive platform and considering cultural sensitivities when managing product listings.
In conclusion, despite the controversy surrounding the term “wife beater,” Amazon’s response and the actions taken by the dealers reflect an ongoing debate on the use of language and cultural sensitivity in advertising practices.