Peter Regan, the Calgary single parent who
complained about the commercial, said he found
it offensive and part of a pattern of TV shows
and TV commercials that portray men as "losers."
Regan, 47, complained first to Rona who
responded quickly and said the commercial was
meant to be humorous.
"I was disappointed in
their response," he said in an interview. "They
said they were just joking around but at what
point do you stop joking around?
"The average Canadian father is a pretty
decent human being. This portrayal of men as
knuckle-dragging Neanderthals or habitual lazy
drunkards robs our boys and families of role
Regan, father of a 10-year-old son, said
Rona's lack of willingness to understand the
"bigger picture" pushed him to complain to
Advertising Standards Canada.
"Why is it OK to bash men?" he said. "We
can't allow commercials that degrade
hard-working people -- not just men but anyone.
It was a boost to win this -- it made me feel
good. It's heartening that Advertising Standards
Canada saw this was wrong and did something
about it. But it can't be all their
responsibility. People have to speak up when
they feel something is wrong."
Advertising Standards Canada (ASA)
vice-president Janet Feasby refused to discuss
the Rona commercial until the official ruling
has been made public but in a letter to Regan
she confirmed the decision and said the panel of
industry experts who considered his complaint
had agreed the commercial contravened
regulations and disparaged men and/or married
Under ASA regulations, Rona must either amend
or pull the commercial. It may also appeal the
Last year, ASC received 1,040 complaints from
consumers about 723 advertisements.
Forty of those advertisements were judged to
have contravened Canadian standards.
Retail or store advertising garnered the most
complains, followed by automobile commercials.