Dunlop are currently selling a golf tee in the shape of a decapitated naked woman's body.
I work in the violence against women and girls sector and I am so frustrated about these sorts of products as they help to produce a context and a society that normalises abuse of women. I work with victims of abuse and this really can have a huge impact.
In the UK two women a week are murdered by current or former partners and one in four women experience domestic violence over their lifetimes. The mainstreaming of women as sexual objects in popular culture contributes to creating a conducive context in which violence against women and girls (VAWG) is normalised and accepted.
The Sexualisation of Young People Review found there is ‘a clear link between consumption of sexualised images, a tendency to view women as objects and the acceptance of aggressive attitudes and behaviour as the norm’. The devaluing of women in the way they are represented in society is an important factor perpetuating VAWG. ‘Turning to mainstream media, experimental studies among young adults find that males and females exposed to sexualised or objectifying content are more accepting of rape myths, violence-supportive and adversarial beliefs
By developing this awful product featuring decapitated naked women’s bodies, Dunlop are helping to perpetuate violence against women and girls. Of the two women a week murdered in the UK this year, two were decapitated. Every time a golfer hits a ball from one of these tees, they are effectively condoning abuse and making a mockery of the women who are assaulted on a daily basis as well as those who do not survive.
The UN Commission on the Status of Women Expert panel made the following relevant recommendation:
Strengthen regulatory frameworks with regard to media, advertising imagery, texts, games and other popular culture mediums which portray women or girls in a discriminatory, degrading or stereotypical way.
We cannot understand the reasoning behind this product and call on Dunlop Sport to recognise the devastating impact of such items, to remove the product from sale immediately and to donate profits from this awful item to a domestic violence charity.