12 Vintage Sports Ads That Wouldn’t Run Today
This list examines 12 vintage sports ads that would be considered too controversial or inappropriate to run in today's world.
- Daisy Montero
- 4 min read
These vintage sports ads show how much advertising has changed over time. Some promoted smoking, used stereotypes, or made claims that would never be allowed now. They may seem interesting or funny today, but they also remind us how different the rules used to be. Each one highlights why it would not work today.
1. Tobacco Brands Sponsoring Youth Sports
Camel cigarettes on Wikimedia Commons
Cigarette companies once proudly sponsored youth leagues and placed their logos on baseball programs meant for children. At the time, it was seen as brand loyalty, not a public health concern. Today, linking tobacco to kids’ sports would result in public outrage and immediate legal consequences.
2. Sexualized or Gendered Athletic Imagery
Jayson Hinrichsen on Pexels
Many ads leaned on outdated gender roles, showing men as rugged champions while women appeared in tight uniforms or as cheerleaders. These visuals reinforced narrow expectations about who belongs in sports. Modern advertising tends to promote inclusion instead of stereotypes.
3. Alcohol Advertising With Athletes
Pavel Danilyuk on Pexels
Some ads featured athletes chugging beer or promoting liquor right beside their team logos. These messages blurred the line between performance and partying. Now, professional leagues avoid direct alcohol promotion to protect young fans and athlete reputations.
4. Doctors or Athletes Advocating Smoking
Iconographic Collection 571187i on Wikimedia Commons
There was a time when famous athletes and even doctors claimed cigarettes helped them relax or perform better. These ads gave smoking a sense of trust and respectability. Today, such endorsements are banned and considered dangerously misleading.
5. Racial Stereotypes or Colonial Tropes
SHVETS production on Pexels
Vintage sports ads sometimes used caricatures or exoticized portrayals of non-white athletes, treating them as novelties rather than equals. Some visuals were outright offensive, relying on outdated colonial imagery. These portrayals would be called out instantly in today’s media landscape.
6. Quota-Style Premiums for Children
Kampus Production on Pexels
Kids were once encouraged to sell magazines or collect proofs of purchase to earn sports gear or team merchandise. These promotions often exploited peer pressure and promised rewards for sales quotas. Today, regulations protect children from manipulative marketing tactics like this.
7. Ridiculous Performance Claims
RUN 4 FFWPU on Pexels
Some ads made laughable promises, like gear that would make you “run faster” or “hit farther than ever.” They relied on fantasy rather than fact, with no scientific basis to support it. Now, companies are held to strict truth-in-advertising rules.
8. Gender Role Reinforcement
Bono Tsang on Pexels
Old ads painted a very specific picture: boys were the athletes, girls were on the sidelines. The message was clear — sports were for men. Today’s marketing is far more aware of representation and avoids shutting out whole groups of people.
9. Use of Tobacco in Family or Child Contexts
Collins, Tudor Washington, 1898-1970, photographer on Wikimedia Commons
Some ads went even further and showed babies or young kids in scenes involving tobacco products. It was meant to be humorous or relatable, but now it reads as incredibly tone-deaf. Regulations today prevent any association between tobacco and family-friendly messaging.
10. Health Claims by Tobacco Brands
Claudio Centonze/European Commission on Wikimedia Commons
Brands once claimed that smoking improved breathing, digestion, or even athletic focus. These bold statements were never backed by evidence. Today, such health claims would result in lawsuits and government penalties.
11. Endorsing Lead- or Asbestos-Heavy Equipment
Aram Dulyan (User:Aramgutang) on Wikimedia Commons
Older sports gear was often advertised as “indestructible” or “state-of-the-art,” despite containing harmful materials such as lead or asbestos. At the time, no one questioned the safety claims. Today, product safety laws would never permit these materials to be near children or athletes.
12. Celebrating Exclusivity and Masculine Aggression
Hassan Omar Wamwayi on Pexels
Some ads glorified a “tough guy” image, suggesting that only the strongest and most aggressive deserved to play. These messages pushed toxic masculinity and shut out anyone who did not fit the mold. Now, sports brands focus more on community, teamwork, and mental well-being.