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The ad - which features the strapline: 'Oven Pride so easy a man can do it' - has also been criticised for being both old-fashioned and irritating. 

Fifty consumers have contacted the Advertising Standards Authority to complain and according to the brand over one thousand people have contacted HomePride directly. According to HomePride 90% of those complaining are men.

The ad has also come under fire on you tube where comments have included: 'If it was the other way round women would be complaining like mad and rightly so, this is blatant sexism.'

However, Matt Stockdale, who invented Oven Pride. says the reality is 'many male partners don't pull their weight at home and this advert simply portrays that.'

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