Ikea apologises for deleting women from Saudi catalogue

Ikea: woman is airbrushed out of photo (left) for Saudi Arabian catalogue
Ikea: woman is airbrushed out of photo (left) for Saudi Arabian 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".

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."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug