‘Harmful and sexist’ TV adverts are banned
ADVERTISING watchdogs are to ban ‘harmful’ gender stereotypes from TV commercials.
Gone will be the traditional, and largely out-dated, view of the housewife. And companies will not be able to suggest men are lazy or useless when it comes to doing what used to be considered typically female roles, such as changing a nappy.
The move aims to avoid pigeonholing boys and girls at a young age in terms of how they should look and their interests. It follows a review that found gender stereotypes could restrict the choices, aspirations and opportunities of children, teenagers and adults.
Also banned under the new regime will be stereotypes which depict boys as daring and girls as caring.
The proposals have been agreed by the Committee on Advertising Practice (CAP) and will also outlaw depictions that suggest people may not be successful in love or life because they do not have what is considered an ideal physique.
The industry watchdog has issued guidance for companies and advertisers on how the ban, coming into effect in June, should be applied.
Many brands such as Unilever have already taken voluntary measures to end gender stereotyping.
For example, the firm changed its Lynx deodorant commercials which,
‘Challenge negative effects’
in the past, featured women in bikinis hunting down young men.
Historically, the company’s food brand Knorr TV adverts showed a mother and daughter in the kitchen, but more recently they featured a father and son.
The Oxo brand also traditionally showed the mother – played by the late Lynda Bellingham – cooking for her husband and children. But a revamp of the commercial depicted the male partner being much more hands-on in the kitchen.
A few years ago, Asda was criticised over a Christmas TV ad that showed a mother doing all the work, buying presents and making the dinner, while everyone else relaxed and had fun. Last year, Aptamil baby milk caused controversy by showing a girl growing up to become a ballerina and a boy becoming a rock climber.
The CAP stressed the new rules specifically do not rule out the use of attractive men and women.
The watchdog said: ‘The rule and guidance does not intend to prevent ads from featuring glamorous, attractive, successful, aspirational or healthy people or lifestyles.’ And it said companies will be allowed to use gender stereotypes as a means to challenge their negative effects.
Director of the CAP, Shahriar Coupal, said: ‘Harmful gender stereotypes have no place in UK advertisements. Nearly all advertisers know this, but for those that don’t, our new rule calls time on stereotypes that hold back people and society.’
Ella Smillie, who led the CAP’s investigation into gender stereotyping, said: ‘Harmful gender stereotypes in ads contribute to how people see themselves and their role in society. They can hold some people back from fulfilling their potential, or from aspiring to certain jobs and industries, bringing costs for individuals and the economy.’