Samsung Retools Ad After Backlash Over Messaging on Stuttering
Samsung has made significant changes to its "Impulse" app advertisement following widespread criticism from the stuttering community and advocacy groups. The alterations come in response to concerns raised by University of Iowa Professor Naomi Rodgers and the non-profit organization Stuttering Foundation (SPACE).
Originally, the ad suggested the Impulse app, which utilizes AI to potentially alter speech patterns, could "fix" stuttering. This messaging was met with strong objections, particularly from Rodgers, who directly challenged the implication that stuttering could be eradicated.
"The ad created a harmful message for the stuttering community," said Rodgers. "Stuttering is a part of who some people are, and it shouldn’t be portrayed as something that needs to be ‘fixed.’"
SPACE echoed these sentiments, releasing an open letter condemning the ad for perpetuating negative stereotypes and contributing to the stigma surrounding stuttering. They praised Samsung for ultimately heeding their concerns and making significant changes to the ad’s script and visual elements.
“We applaud Samsung for taking the time to listen to our community and taking swift action to rectify the harmful messaging in their ad," said a spokesperson for SPACE. "This demonstrates that corporations are capable of acknowledging and responding to valid concerns raised by marginalized groups, setting a positive precedent for the future.”
Samsung’s decision to re-edit the ad, even after its initial release and distribution, signifies a significant commitment to responsible advertising practices and inclusivity. The company has yet to release specific details about the modifications made to the ad.
It remains to be seen how the revised ad will be received by the stuttering community. Ultimately, the success of Samsung’s attempt at redemption will depend on its ability to accurately and respectfully represent the diverse experiences of individuals who stutter.