6 70s Commercials That Would Be Banned Today

The 1970s were a time of groundbreaking advertising, but many of the commercials from that decade would never pass today’s standards. With changing social norms, stricter guidelines, and greater sensitivity toward certain issues, some ads now seem outdated or even offensive. Here are six 70s commercials that would likely be banned if they aired today.

1. Ajax Laundry Detergent’s “White Knight”

The Ajax “White Knight” commercial featured a knight on a horse striking women with his lance, magically cleaning their clothes. While it was meant to be a lighthearted way to advertise the product, the portrayal of women as passive and needing a man to “save” them feels out of touch today.

In modern times, this ad would face criticism for reinforcing gender stereotypes and objectifying women. The image of a man “fixing” women’s issues with a simple product wouldn’t sit well with current audiences, who demand more empowerment and less sexism in media.

2. Tipalet Cigarettes’ “Blow in Her Face”

Tipalet’s infamous commercial suggested that men could attract women by blowing cigarette smoke in their faces. The tagline read, “Blow in her face and she’ll follow you anywhere.” This concept feels not only outdated but outright inappropriate in today’s world, where smoking is far less romanticized.

Aside from the health concerns about promoting cigarettes, the idea of blowing smoke in someone’s face as a flirtation technique is seen as disrespectful today. The blatant sexism and the unhealthy promotion of cigarettes would make this ad a prime candidate for banning.

3. Folgers Coffee’s “Wife” Campaign

Folgers ran a series of ads in the 70s portraying wives as inadequate if they couldn’t make a good cup of coffee for their husbands. One ad even had a husband scolding his wife for brewing weak coffee, implying that her ability to make good coffee defined her value in the household.

Today, this portrayal would be slammed for reinforcing sexist roles and placing domestic duties solely on women. In a time when gender roles have evolved and equality is valued, this type of ad would spark outrage for its dated perspective on marriage and family life.

4. Calgon’s “Ancient Chinese Secret”

The “Ancient Chinese Secret” commercial for Calgon laundry detergent showed a Chinese-American couple running a dry-cleaning business. The joke was that the “secret” to their success wasn’t cultural wisdom but rather Calgon. While meant to be humorous, it plays into stereotypes about Asian culture and business practices.

This kind of stereotyping, no matter how subtle, wouldn’t be tolerated today. Modern commercials avoid playing into racial clichés, and advertisers are much more careful about how different cultures are represented in the media. Calgon’s ad would likely never make it to air today.

5. Schlitz Beer’s “Gusto” Ad

Schlitz Beer’s “Gusto” campaign of the 70s featured macho men drinking beer, engaging in rough-and-tumble behavior, and embodying the “real man” image. While the ad was supposed to appeal to a male audience, it reinforced unhealthy stereotypes about masculinity and suggested that beer drinking was key to being a “real” man.

In today’s world, this kind of portrayal would be criticized for promoting toxic masculinity. Modern beer commercials tend to take a more inclusive approach, appealing to a broader audience rather than relying on outdated and narrow definitions of what makes someone masculine.

6. Kool-Aid’s “Sugar Shock” Commercial

Kool-Aid commercials of the 70s heavily promoted sugary drinks to kids, with catchy jingles and colorful characters like the Kool-Aid Man. While the ads were fun, they downplayed the negative health effects of sugar, which is now a major concern for parents and health experts alike.

In today’s more health-conscious society, such a blatant push for sugary drinks aimed at children would be met with strong resistance. The conversation around childhood obesity and unhealthy diets would likely cause this ad to be banned for encouraging kids to consume excessive sugar.