It’s 2026 – why are brands still objectifying women to sell e-bikes, air-conditioners and more?

In 2026, advertisements continue to rely on the sexual objectification of women to capture consumer attention, a practice that persists across various product categories, including e-bikes, air-conditioners, and even laundry disinfectant. This trend has repeatedly sparked backlash, highlighting a troubling reliance on women's bodies to sell products, a tactic that seems to have changed little despite the passage of time.

Recent incidents underscore this ongoing issue. Chinese electric scooter brand Luyuan was forced to pull an advertisement after it featured a young woman in suggestive poses, leading to fierce criticism and apologies on Chinese social media platforms like Douyin. Similarly, Dettol faced backlash in China for a microdrama that viewers perceived as reinforcing misogynistic stereotypes about purity, prompting the brand to remove the ad and issue an apology. These cases illustrate a common advertising playbook: using attractive women, often playing into stereotypes, as a hook to grab attention.

The continued use of sexualized imagery in advertising can be attributed to the prevailing "attention economy." Social media platforms like Douyin, TikTok, and Instagram prioritize content that stops users from scrolling, and advertisers widely assume that sexualized content featuring women is a highly effective way to achieve this. This assumption, however, is not necessarily backed by concrete data. Advertising veterans with decades of experience struggle to point to definitive evidence proving that sexualized imagery consistently leads to better sales.

Objectification, broadly defined as treating a person as a mere object rather than an individual, remains a significant concern. The persistence of these advertising practices raises questions about industry standards, ethical considerations, and the actual effectiveness of using sex appeal to sell products. While the intent may be to grab attention in a crowded marketplace, the consequence is the continued reinforcement of harmful stereotypes and the demeaning portrayal of women.

“

I don’t believe there is real data on whether sexualised imagery sells better.