Sweden’s ombudsman, Reklamombudsmannen, said that an advert by a software company using the viral image ‘distracted boyfriend meme’ treated women as “sex objects” and portrayed men in a “stereotypical” light, The Guardian reports. The advertising watchdog made the ruling after receiving complaints from the public when the software company Bahnhof repurposed the popular meme for a job advert in April this year. The company defended its actions saying that the image was well-established and that they had used it to portray the feeling someone, who was not enjoying their current job, may have about moving to a more attractive employer. The meme depicts a boyfriend walking with his girlfriend and becoming distracted by another woman wearing red. The Bahnhof advert labels the boyfriend ‘you’, the girlfriend ‘your current workplace’ and the woman in red ‘Bahnhof’. The ruling said the woman in red was portrayed as a sex object.