Last week, an advertiser offered the world a guide on male behaviour and how men should police each other when they get out of line.
The advert was disliked by around 65% of raters.
Those who liked it typically praised the advert’s content and the positive message it spread.
Those disliking it generally objected to a company making money off the back of a hot social issue and complained about being judged and stereotyped by a company with a questionable track record on social issues.
It is quite easy to imagine a room filled with well-intentioned likers and dislikers shouting unkind judgemental things at each other, while some poor fellow is being quietly bullied in the corner.
With over 20 million views the advert has created a lot of publicity. But is it morally acceptable?