Watch­dog to clamp down on gen­der stereo­types

The Courier & Advertiser (Angus and The Mearns Edition) - - News -

The ad­ver­tis­ing watch­dog has sig­nalled tougher reg­u­la­tion of cam­paigns that fea­ture po­ten­tially harm­ful gen­der stereo­types, such as women clean­ing up the fam­ily’s mess and men fail­ing to carry out sim­ple house­hold tasks.

The Ad­ver­tis­ing Stan­dards Author­ity (ASA) said there was ev­i­dence to sup­port stronger rules on the ba­sis that harm­ful stereo­types “can re­strict the choices, as­pi­ra­tions and op­por­tu­ni­ties of chil­dren, young peo­ple and adults”.

ASA’s re­port De­pic­tions, Per­cep­tions and Harm said a “tougher line” was needed on ads that fea­ture stereo­typ­i­cal gen­der roles, in­clud­ing those mock­ing peo­ple for not con­form­ing.

The new stan­dards will not ban all stereo­types, such as women clean­ing or a men do­ing DIY jobs.

But ads that depict sce­nar­ios such as a woman hav­ing sole re­spon­si­bil­ity for clean­ing up her fam­ily’s mess or a man try­ing and fail­ing to do sim­ple parental or house­hold tasks are likely to be banned, as would a cam­paign sug­gest­ing a spe­cific ac­tiv­ity is in­ap­pro­pri­ate for boys be­cause it is stereo­typ­i­cally as­so­ci­ated with girls and vice versa.

The new stan­dards come into force next year.

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