June 21, 2019
Featuring advertisements with gender stereotypes to sell products is outlawed in the United Kingdom as of last week.
“Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us, ” said Guy Parker, chief executive of the UK’s Advertising Standards Authority (ASA). “Put simply, we found that some portrayals in ads can, over time, play a part in limiting people’s potential. It’s in the interests of women and men, our economy and society that advertisers steer clear of these outdated portrayals, and we’re pleased with how the industry has already begun to respond.”
The ASA issued the ban in December giving companies a six month grace period to adjust to the new regulations. Last week that grace period ended with the ASA issuing a statementoutlining the policy of their gender stereotype ban.
A specific definition as to what constitutes a gender stereotype in advertising was not provided by the ASA. Instead they state in broad terms, “Advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.”
Individual examples where gender stereotyping would be forbidden included the following:
This article was posted: Friday, June 21, 2019 at 6:28 am