Ikea apologises for deleting women from Saudi catalogue
Ikea, the Swedish furniture superstore, has apologised for airbrushing women out of its Saudi Arabian catalogue, which it said was "in conflict with the Ikea Group values".
Ikea: woman is airbrushed out of photo (left) for Saudi Arabian catalogue
In the Saudi Arabian version of the Ikea catalogue, all images of women, including the photograph credit of a female designer and family scenes throughout the catalogue, have been airbrushed out.
Ikea in Saudi Arabia is run by a separate franchisee company, but the Ikea Group produces the Ikea catalogue for all Ikea markets and has admitted it modified the catalogue to take out images of women.
In one photograph of a family in a bathroom, a mother brushing her teeth was airbrushed out to leave just her partner and children in the image. In another, a woman is removed from a page showing bedclothes.
A spokesman from Ikea said: "As a producer of the catalogue, we regret the current situation. We should have reacted and realised that excluding women from the Saudi Arabian version of the catalogue is in conflict with the Ikea Group values.
"We are now reviewing our routines to safeguard a correct content presentation from a values point of view in the different versions of the Ikea Catalogue worldwide. We are also discussing the future execution of the catalogue with Inter Ikea Systems BV."
Full statement from Ikea
"The Ikea Group is a values-based company. We support the fundamental human rights of all people and we do not accept any kind of discrimination. We encourage fair treatment and equal employment opportunities without regard to race, ethnicity, religion, gender, disability, age or sexual orientation.
"Ikea Saudi Arabia is run by a franchisee outside the Ikea Group. Ikea Group produces the catalogue on behalf of Inter Ikea Systems BV, the franchisor of the Ikea retail system, for all IKEA markets inside and outside the Ikea Group.
"As a producer of the catalogue, we regret the current situation. We should have reacted and realised that excluding women from the Saudi Arabian version of the catalogue is in conflict with the Ikea Group values.
"We are now reviewing our routines to safeguard a correct content presentation from a values point-of-view in the different versions of the Ikea Catalogue worldwide. We are also discussing the future execution of the catalogue with Inter Ikea Systems BV."Follow @MaisieMcCabe
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...