It has just been announced that a new
rule will be introduced in the UK Advertising Codes next year to ban 'harmful' gender stereotyping in advertising.
A review by the Advertising Standards
Authority (ASA) on gender stereotyping in advertising was published
last summer. This provided an evidence-based case for stronger regulation of adverts
that feature stereotypical gender roles or characteristics which can be harmful
to people, including adverts which mock people for not conforming to gender
stereotypes.
Evidence in the review suggests that
harmful stereotypes can restrict the choices, aspirations and opportunities of
children, young people and adults. These stereotypes can be reinforced by some
advertising, which therefore plays a part in unequal gender outcomes, with
costs for individuals, the economy and society. The review welcomed the ASA’s
track record of banning ads on grounds of objectification, inappropriate
sexualisation and for normalising unhealthily thin body images, but found that
more needs to be done on gender stereotypical roles and characteristics
portrayed in ads.
Will all Gender Stereotyping be
Banned?
The new rule will not ban all forms of
gender stereotypes. For example, there won’t be a ban on adverts depicting a
woman doing cleaning, or a man doing DIY tasks. But, subject to context and
content considerations, the evidence suggests certain types of depictions are
likely to be problematic, for example, an advert which depicts family members
creating a mess while a woman has sole responsibility for cleaning it up or an
advert that features a man trying and failing to undertake simple parental or
household tasks because of stereotypes associated with being male.
Ella Smillie from the Committees of
Advertising Practice said: “Some gender stereotypes in ads can contribute to
harm for adults and children by limiting how people see themselves, how others
see them, and potentially restricting the life decisions they take. The
introduction of a new advertising rule from 2018 will help advertisers to know
where to draw the line on the use of acceptable and unacceptable stereotypes.”
Guy Parker, Chief Executive of the
Advertising Standards Authority, said: “While advertising is only one of many
factors that contribute to unequal gender outcomes, we welcome CAP’s decision to
introduce a new rule on harmful gender stereotypes in ads. Although companies
have responded positively and constructively to our report, with welcome
examples of voluntary action, there is more to do. We are determined to make
sure our regulation calls out harmful and outdated practices and a new rule in
the Advertising Codes will help tackle the harmful gender stereotypes identified
in our review of the evidence.”
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