The University of Malta has come under fire after publishing a Facebook advert that many described as “embarrassingly cliché” and even “unprofessional.”

The post, which has since been deleted, used the well-worn “distracted boyfriend” meme format to market the university as the more attractive alternative to “other institutions,” catching the eye of a student exploring options.

The meme depicted a young man, labelled “Me,” turning away from his partner, labelled “Other institutions,” to stare approvingly at another woman who represented “UM” (University of Malta).

The caption read: “When you're exploring your options… and excellence catches your eye. Choose excellence. Choose UM.”

Instead of sparking clever engagement, the post was quickly ridiculed on social media. The comments section on the University’s official Facebook page filled with pointed remarks.

Ivan Mizzi sarcastically asked: “And you teach Marketing?” While Joe Camilleri described it as a “tasteless advert”, adding “What is the young man doing, regretting his choice and wishing he had opted for a different ‘seat’ of learning?”

One commentator, Joseph Micallef, called it “an embarrassingly cliché overused image,” adding, “Looks like it is stolen and just modified with the ‘UM’ characters on the t-shirt.”

Similar memes have appeared in recent campaigns from commercial entities like Glassix and Missoula County Voice, reinforcing perceptions that the University simply copied a tired format without adapting it thoughtfully.

Questions of taste and subtle sexism

Beyond accusations of being unoriginal, some also pointed out the problematic undertones of using this meme. The format – a man comparing two women – has long been criticised as sexist, reducing women to symbols of attractiveness competing for male attention.

For an institution championing values of respect, equality and critical thinking, leaning on such a gendered visual trope struck many as out of step with modern sensibilities.

As one senior lecturer, who preferred to remain unnamed, told WhosWho.mt:

“It trivialises what is a deeply personal and important choice in students’ lives. It’s not just lazy marketing, it also sends the wrong message about how decisions should be made – both academically and socially.”

In the wake of the backlash, the University of Malta quietly took down the post. No formal explanation has yet been issued, though the episode has prompted wider discussion about how academic institutions balance informality and humour with the gravitas expected of them.

Ultimately, it serves as a cautionary tale: while memes can humanise a brand and tap into internet culture, relying on outdated or sexist imagery risks doing more harm than good - especially for an institution that should stand for intellectual leadership.