Several Amazon ads for T-shirts that use the term “wife beater” – a phrase deemed offensive by Canada's advertising watchdog – have been removed from the retail giant's Canadian e-commerce website. following a CBC News investigation.
Amazon told CBC by phone that it had no problem with the phrase and said third-party dealers selling tops on its website must have acted on their own initiative.
The slang word “wife beater” refers to a specific style of fitted men's tank top. CBC News recently reported thaton Amazon allows third party sellers to use The term is being used in advertising despite a ruling by the Advertising Standards Board in March that the phrase is offensive, trivializes domestic violence and violates Canada's advertising code.
Ad Standards, Canada's self-regulatory advertising industry watchdog, oversees Advertising Standards Codewhich is voluntary.
Amazon chose to ignore Ad Standards' request to drop the term “wife beater.” The US e-commerce giant told an industry observer that the phrase accepted in popular culture and doesn't violate it Offensive Products Policy.
As part of the investigation, CBC News informed eight dealers who used the term in a total of 10 Amazon advertisements about the advertising standards ruling. So far, nine out of ten listings have either been removed, amended to exclude the term, or, in one case, the product in question is now no longer available for purchase.
Two dealers responded directly to CBC News.
“I’m very sorry,” said NATPOST. “I will remove the link immediately.”
“I deeply regret that this has caused harm,” said WANGYUNHUI2025, a dealer who removed the term from its advertising on the jerseys.
“I understand how important it is to use respectful and inclusive language, and I assure you that this will not be an issue in the future.”
The only ad that has remained the same is the only ad that sells tank tops for women rather than men.
Amazon Canada told CBC News it has not asked dealers to change their advertising and remains committed to its position that the term “wife beater” is acceptable as a description of clothing.
“Amazon is too big to worry about”
Ad Standards took on Amazon's case after receiving a complaint from Diana Swales of Regina in 2024.he was stunned when the retailer emailed her about products on its site that might interest her, including a men's “Wine Beater” tank top.
“It’s so obviously offensive,” she said. “This should be offensive to all women, but it is certainly offensive to those affected by this action.”
Swales was disappointed that Ad Standards could not get Amazon to remove the phrase from its site.
“I think Amazon is too big to worry about,” she said.
But Swales was pleased to hear that almost all of the advertisements found by CBC News had disappeared or been changed.
“I congratulate them,” she said, referring to the dealers. Swales said thatperhaps they just needed to make it clear that the phrase could be considered offensive.
Amazon told CBC News in an email that it is committed to “maintaining a store that is welcoming to everyone” and that it uses discretion and takes into account “cultural differences and sensitivities…” when making decisions about listing products on its website.
Despite a ruling by Ad Standards Canada that the term “wife beater” used to describe a type of men's tank top violates the country's advertising code, advertisements on Amazon's Canadian website continue to use the term. Some women's rights advocates are frustrated because they say the term trivializes domestic violence.
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