The Advertisement Control Office determined that the ad driven by The Bank of Costa Rica for Tucán service humiliates women.
The ad, which promoted a payment network, generated a great criticism and it was considered “sexist and offensive”.
The Ombudsman’s Office, the National Women’s Institute, the Presidential House and several lawmakers disapproved it and requested, in some cases, its immediate withdrawal. However, the product manager Enrique Rojas declared that it was only the first of many similar advertisements.
According to complainants, the advertisement, which showed a football player hiding in order not to pay the alimony, affected women’s dignity, since it presented the alimony collection in a humiliating and disrespectful way.