Halifax mall apologizes, pulls back-to-school shopping ads after public backlash

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HALIFAX - A Halifax mall has yanked a series of controversial back-to-school shopping ads after an outcry of anger from critics who said the campaign depicted young girls in a dim light.

A spokeswoman for the Mic Mac Mall says it is sorry for offending its customers and plans on donating $5,000 to a yet-to-be-chosen local organization that focuses on empowering girls.

The mall says it began pulling its ads from radio, television, billboards and online today.

The ads featured illustrations of young girls with lines like, "My favourite class? Shop!" and "Mixing patterns — now that's a science!"

The campaign generated a fierce response from people who said it reinforced gender stereotypes of young women as ditzy and being interested only in shopping.

It even garnered the attention of BuzzFeed, a popular American-based website that showcases online content that has gone viral.

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