Britain bans 'harmful' gender stereotypes from ads

Scenes in commercials that could offend the most sensitive of Britons are now banned in Britain.

The ASA and sister agency the Committee for Advertising Practice (CAP) made a decision to impose the new rules after commissioning a report that found "a tougher line was needed on ads that featured stereotypical gender roles or characteristics which can potentially cause harm". Other potentially "harmful" stereotypes, such as women cleaning or men fixing things around the home, will remain, the Presse reported.

"Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us", said Guy Parker, SA chief executive.

The ban by the Advertising Standards Authority would cover, for example, a woman failing to park a auto, a man struggling to change a nappy or girls being less academic than boys.

"Put simply, we found that some portrayals in ads can, over time, play a part in limiting people's potential", he said. "It's in the interests of women and men, our economy and society that advertisers steer clear of these outdated portrayals".

One of the ads identified as problematic by the ASA was a 2017 television advert for Aptamil baby milk formula, which showed a baby girl growing up to be a ballerina and baby boys becoming engineers and mountain climbers.

A woman doing the shopping or a man doing DIY.

"Adverts which show a man or a woman failing at a task due to their gender", are also prohibited, BBC reported, along with ads "aimed at new mothers which suggest that looking good or keeping a home tidy is more important than emotional well-being".

An ad that seeks to [emphasize] the contrast between a boy's stereotypical personality (e.g. daring) with a girl's stereotypical personality (e.g. caring) needs to be handled with care. They add to existing British guidelines banning sexualized imagery in ads unless it is relevant to the product being advertised.

Ads that satirize gender stereotypes will still be allowed.

An ad aimed at new [mothers] which suggests that looking attractive or keeping a home pristine is a priority over other factors such as their emotional wellbeing.

The Committee of Advertising Practice, which works with ASA, will review the effects of the new policy in 12 months to see if it has had any success.

Notícias recomendadas

We are pleased to provide this opportunity to share information, experiences and observations about what's in the news.
Some of the comments may be reprinted elsewhere in the site or in the newspaper.
Thank you for taking the time to offer your thoughts.