Dental firm issues apology over branded beer mats deemed to be sexist

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A dental firm has been forced to issue an apology after receiving criticism for giving out beer mats to students, which were deemed sexist. BrushBox, which is based in Cardiff, received a backlash on social media after providing freshers with beer mats that featured a picture of a female’s mouth accompanied by the caption, “Whether you spit or swallow as part of your daily oral regime, place your oral health on autopilot with BrushBox.”

The beer mats were handed out to freshers at a number of universities in the South of England as part of a welcome pack, but not everyone was happy to receive the free merchandise. Many students took to social media to express their discontent at the slogan, branding it sexist and outdated.

As a result of the reaction, representatives from BrushBox issued an apology, saying that the firm was incredibly sorry if anyone was offended by the advert and admitting that it had become clear that, in hindsight, the message was inappropriate. The statement claimed that it was evident that the picture and the caption could be perceived as derogatory to women. The company takes full responsibility and will not be continuing with this line of advertising.

The BrushBox founder said that the company was a family-friendly venture, and insisted that every effort will be made to ensure that no similar mistakes are made in the future.

The mats were provided as part of welcome to university packs put together by Dig-In.

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