A marketing campaign by business banking app Tide is facing criticism for perpetuating outdated gender stereotypes, highlighting a struggle for fintech firms to create accurate branding while leading on equality and diversity.

Billboards for Tide’s ‘Rise Entrepreneur’ campaign across London’s transport networks, which also includes video adverts on television and online, feature six entrepreneurs posing with items associated with their professions. The ads showed two men pictured with alcohol or wearing a toolbelt, while the women were shown with cupcakes and a mixing bowl and whisk, candles or chocolate.