An advert for Oven Pride cleaner, part of a £1m TV campaign that kicked off last week, has had hundreds of complaints.
To see the advert click below.
It features a reluctant man being forced to clean the oven by his long-suffering wife.
The advert's strap line states 'Oven Pride is so easy, even a man can use it'.
More than a thousand people - about 90 per cent of them men - have contacted the company directly through email, phone and forums.
"The advert simply portrays a typical couple who live together," said Matt Stockdale of HomePride, the company that makes Oven Pride.
He added: "The reality is while some do, many male partners don't pull their weight at home and this advert simple portrays that."