Durex deserved its drubbing - and more
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Durex Thailand richly deserved the drubbing it got from netizens for running a Facebook infomercial that stated as fact that "28 per cent of women who resist sexual advances eventually relent", and then asked, "Is this what they call playing hard to get?
The infomercial shows a deplorable lack of empathy with women, and, as Kommart Juengsathiensap, director of the Public Health Ministry’s Social and Health Research Office, notes, it suggests that women are sex objects. It could also encourage men to continue imposing themselves on women, figuratively and literally – for, if there’s a good chance that persisting will cause her to relent, why not persist?
By not stating the source of the 28-per-cent figure, Durex is placing its credibility behind the accuracy of the number, and by inviting comments, it’s asking for trouble.
Durex must go beyond merely apologising for any misunderstanding, for words mean nothing. The Devil can quote scripture. Durex should show what actions it has taken to improve the way it views Thai women, and what actions it has taken to ensure that its viewpoint is fully embedded in its public and internal behaviour, including Facebook, ads, and internal training.
Burin Kantabutra
