Amazon Continues Selling Tank Tops with ‘Offensive’ Phrase, Violating Canada’s Ad Code

Amazon continues to sell men’s tank tops labeled with the term “wife beater” on its Canadian website, defying a ruling from the Ad Standards Council of Canada. This controversial term trivializes domestic violence and violates Canada’s advertising code. The phrase refers to a style of sleeveless shirt that became popular in the 1930s.

Background of the Term

The term “wife beater” gained notoriety after Marlon Brando wore a similar tank top in the 1951 film A Streetcar Named Desire. This association has contributed to public perception and the term’s continuing use in marketing.

Response from Advocacy Groups

Women’s rights advocates have expressed outrage over Amazon’s decision to continue using the phrase. Harmy Mendoza, executive director of WomanACT, stated, “We should be aiming to live in a culture that respects women.” She has initiated a petition urging Amazon to remove the offensive term, highlighting its normalization of gender-based violence.

Ad Standards Council Ruling

In March 2025, Ad Standards Canada ruled against an Amazon ad for a men’s tank top labeled as “wife beater.” The council deemed it a violation of the Canadian Code of Advertising Standards, citing its indifference to violence against women. The council requested Amazon to either remove or amend the ad, but compliance remains voluntary.

Amazon’s Defense

Amazon defended the use of the term, claiming it is “commonly understood” in retail and popular culture. Despite this stance, a CBC News investigation revealed multiple ads featuring the term still active on the platform.

Actions Taken by Sellers

• Two third-party sellers have responded to concerns by either deleting ads or removing the term.
• NATPOST acknowledged the issue and promptly removed the link.
• WANGYUNHUI2025 expressed regret for the oversight and apologized.

Concerns Over Regulation

Activists are now calling for a regulatory body to ensure companies like Amazon comply with advertising standards. Sociologist Kaitlynn Mendes emphasized the need for mechanisms that compel compliance, especially considering the rise in reported intimate partner violence in Canada.

Statistics on Domestic Violence

Statistics indicate significant concerns regarding intimate partner violence in Canada, with police reporting over 139,000 cases in 2023. Victims are predominantly women, underscoring the importance of respectful language and imagery in advertising.

Future Legislative Actions

There have been discussions around the Online Harms Act, aimed at policing harmful online content. However, the initiative was controversial, leading to its demise earlier in 2025. Advocates like Mendoza remain hopeful that public pressure will lead Amazon to reconsider the use of the term “wife beater.”

Mendoza emphasizes, “It’s important that we don’t use that type of language in Canada.” She continues to rally support for her petition for change.