New rules for adverts will outlaw gender stereotyping

FEMALE scientists, astronauts and firefighters should appear more in adverts following a new ban on “harmful” gender stereotypes, campaigners say.

A rule to prevent sexist portrayals introduced by The Committees of Advertising Practice says that advertisements must no longer contain “gender stereotypes likely to cause harm or serious or widespread offence”.

The rule covers depictions such as men struggling to change nappies or women being unable to park. If an advert receives a complaint, “humour” or “banter” is unlikely to be considered a valid defence under the new code.

Campaigners hope it will end such marketing as a 2017 advert for Aptamil milk, which showed baby girls growing up to be ballerinas and boys growing up to be engineers and mountain climbers. At the time, the Advertising Standards Authority was unable to uphold complaints as it had no powers to act on the grounds of gender stereotypes.

London Fire Brigade was among the groups that encouraged the rule change during the consultation process. Keeley Foster, its deputy assistant commissioner, said: “Many ads continue to rely on outdated clichés that project firefighting as a male-only job. The ban will hopefully change attitudes and encourage more women to embark on a fulfilling career.”

The ASA said adverts may still show gender-stereotypical roles, such as a woman cleaning or a man doing DIY, if they did not suggest the roles were “uniquely associated with one gender”.