Gender stereotypes facing axe

Ads that contrast girls as caring with boys as daring or suggest new mothers should prioritise looking attractive are likely to be banned under a proposed new rule.

The new rule – that ads must not include gender stereotypes which are likely to cause harm or serious or widespread offence – is up for public consultation.

It follows a review which found some campaigns could reinforce harmful stereotypes, which in turn could restrict people’s choices, aspirations and opportunities.

Under the change, ads that depict a woman as having sole responsibility for cleaning up household mess or show men or women failing at tasks because of their gender – such as a man struggling to change a nappy or a woman unable to park a car – are “likely to be problematic”, the Committees of Advertising Practice (Cap) said.

Advertisers will also have to exercise caution when using physical stereotypes associated with gender and should not use scenes that belittle men for carrying out stereotypically female roles or tasks.

The new rule will not ban all forms of gender stereotypes, with evidence falling short of calling for a ban on ads depicting scenarios such as a woman cleaning or a man doing DIY tasks.

The Advertising Standards Authority (ASA) already applies rules on offence and social responsibility to ban ads which include gender stereotypes.