Female Model Wearing Lamp Hat Displayed at Event Venue
Evokes 'Booth Base' from the 1960s That Disappeared
Global cybersecurity big tech company Palo Alto Networks, headquartered in the United States, faced a barrage of criticism for displaying an "inappropriate" advertisement at an international event. The event sponsored by the company was called the "Cyber Risk Collaborative Happy Hour," which gathered global cybersecurity experts, but it was condemned for featuring female models dressed in bizarre costumes.
On the 15th (local time), the British broadcaster BBC focused on the controversy surrounding the cybersecurity event sponsored by Palo Alto Networks. Recently, Palo Alto Networks sponsored an international cybersecurity event called the Cyber Risk Collaborative Happy Hour. However, a photo taken at the event was shared on the corporate social networking service LinkedIn, sparking controversy.
The photo shows two female assistants standing at the event venue. They are wearing revealing outfits and hats resembling lamps that cover their faces. The front of the lamps featured the Palo Alto Networks logo.
The photo was reportedly taken by a LinkedIn user who attended the event, and the user posted the photo with the comment, "This is sexist. Does Palo Alto Networks think it's still the 1960s?"
As the photo spread, industry insiders poured out criticism. One IT company advisor posted a lengthy critique, asking, "Does this mean women are nothing more than corporate props like lamps?" Other comments included descriptions such as "bizarre" and "creepy."
BBC traced the reason for such reactions from some parts of the IT industry back to the early 1960s in the United States. Back then, it was common for female assistants to be hired at consumer electronics shows like CES. These assistants guided male business attendees at the events and were sometimes called "booth babes."
However, booth babes faced backlash from the industry starting in the 1990s and had virtually disappeared by the 2010s. Yet, the Palo Alto Networks event saw the reappearance of assistants reminiscent of this decades-old bad practice.
Some IT experts argue that this controversy is evidence of the deeply rooted sexist practices in the tech industry. Ridian Jones, CEO of the online dating platform Bumble, recently told BBC in an interview, "Women in the IT industry still do not receive fair treatment."
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