Lidl faces backlash over 'sexist' Mother's Day advertisement

Danielle Fowler
Freelance Writer
Lidl faces backlash after it released a ‘sexist’ advertisement for Mother’s Day [Photo: Getty]

Lidl Germany has come under fire for releasing a ‘sexist‘ advertisement which lists the likes of a vacuum cleaner, ironing board and sewing machine as Mother’s Day gift ideas.

After being promoted in German and Austrian branches, shoppers took to Twitter to call out the supermarket for its ‘outdated’ message.

Many have used the hashtag #dankefürnichts – which translates to ‘thanks for nothing’ – in response to the advert.

One woman joked, “Dear Lidl, I would need the sewing machine with a light blue heart because on May 10th it’s Father’s Day.”

While another took to the social media platform to ask, “How was something like this made in 2018?”

Customers are unimpressed by Lidl Germany’s Mother’s Day promotion [Photo: Getty]

In response to the outcry, a Lidl spokesperson said: “As part of our changing action weeks we – like all retailers – take seasonal or holidays occasions into our marketing activities.”

“We offer special promotional products or reduce selected products in price, sometimes significantly, for a limited period of time which is always very well received by our customers. We regret that our current promotion causes some displeasure with some of our customers and we take the feedback very seriously.”

And it was only a matter of time until Aldi teased the rival supermarket for its embarrassing blunder with a new advertisement which reads: “If you also think that on Mother’s Day you should leave the sewing machine or the steam trouser by Lidl Deutschland, then give the wonderful mothers of this world a little more.”


In a bid to redeem itself, Lidl has since removed the advertisement and is instead promoting jewellery and handbags for Mother’s Day which takes place on the second Sunday in May across most of Europe.

Follow us on InstagramFacebook, and Twitter for nonstop inspiration delivered fresh to your feed, every day.

Read more from Yahoo Style UK:

This woman takes selfies with the men who harass her in the street

Primark accused of everyday sexism over changing room signs labelling females ‘girls’ 

New Doritos ‘lady-friendly’ crisps spark sexism accusations