Amazon has removed several tank top ads that featured the term “wife beater” from its Canadian e-commerce website following an investigation by CBC News. The phrase, considered offensive by Canada’s advertising watchdog, refers to a style of men’s tank tops.
Although the Ad Standards Council ruled the term offensive and a violation of Canada’s advertising code, Amazon allowed third-party sellers to use it in ads. Despite a request to drop the term, Amazon argued that it is widely accepted in popular culture and does not violate its Offensive Products Policy.
CBC News reached out to eight dealers using the term in their Amazon ads, resulting in nine out of 10 ads being removed, amended, or the product becoming unavailable. One dealer, WANGYUNHUI2025, apologized and removed the term from their ads, acknowledging the importance of respectful language.
The only unchanged ad was for women’s tank tops, while Amazon Canada stood by its decision to allow the term, stating it is an acceptable clothing descriptor. Ad Standards acted on a complaint from Diana Swales, who was dismayed by Amazon’s use of the term and felt the retailer was indifferent to concerns.
Swales expressed satisfaction that most ads featuring the term have been addressed, crediting the dealers for taking action. Amazon emphasized its commitment to inclusivity and cultural sensitivity in managing product listings on its platform.