‘Sexist’ FA Tweet branded “unacceptable”

Barry Ian Thomson
Barry Ian Thomson

The criticism surrounding the FA’s tweet about the England women’s World Cup team continues to rumble on.

Today, as reported on the Marketing Magazine website, Roisin Donnelly, brand director for P&G Northern Europe called the tweet “unacceptable.”

If you missed it (where have you been?), the official FA twitter account posted the following tweet which has been roundly criticised for being sexist. The tweet was in response to the England team’s return home after a hugely impressive performance at the Women’s World Cup in Canada. Many of the objections on Twitter reflected that similar comments would not be made about the male team returning to different roles after a World Cup.

FA Tweet

Donnelly, speaking at the launch of a new Always “Like a Girl” campaign commented that advertisers had a “huge responsibility” to deliver positive messages to female customers.

This episode highlights the dangers of social media and the damage that can be done regardless of how well-intended an organisation may be.