Advertisers to regulate gender stereotyping

RULES on gender stereotyping in advertising are to be introduced to eliminate “harmful and outdated practices”.

The Advertising Standards Authority (ASA) is to launch a consultation next year after a review presented a case to regulate advertisements that show gender stereotypes.

The Committees of Advertising Practice (Cap), said it was drawing up guidance to let advertisers “know where to draw the line”.

The ASA said companies were already responding positively, but welcomed Cap’s decision as there was “more to do”. The ASA’S review agreed some advertising could reinforce harmful stereotypes that could then restrict the choices, aspirations and opportunities of everyone.

The rule will not ban all forms of gender stereotype – evidence fell short of making it necessary to outlaw adverts depicting scenarios such as women cleaning or men on DIY tasks.

But the review found certain depictions were likely to be “problematic”, such as a woman having sole responsibility for cleaning up after her family or a man failing in simple parental or household tasks.

Ella Smillie, of Cap, said: “Some gender stereotypes in ads can contribute to harm for adults and children by limiting how people see themselves, how others see them and potentially restricting the life decisions they take.

“The introduction of a new advertising rule from 2018 will help advertisers to know where to draw the line on the use of acceptable and unacceptable stereotypes.”

Guy Parker, ASA chief executive, said: “While advertising is only one of many factors that contribute to unequal gender outcomes, we welcome Cap’s decision to introduce a new rule on harmful gender stereotypes in ads. Although companies have responded positively and constructively to our report with welcome examples of voluntary action, there is more to do.”

The move follows an announcement this year by an alliance of brands and firms to end gender stereotyping in advertising, including Facebook, Google, Alibaba and Mars, such as portrayals of women presented always as the household cook in family advertisements.