COMMENT

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)saidtherewas evidence to support stronger rules on the basis that harmful stereotypes “can restrict the choices, aspirations and opportunities of children, young people and adults”.

The ASA’S report Depictions, Perceptions and Harm concluded that while the regulator had a record of banning ads on grounds of objectification, inappropriate sexualisation and the suggestion that it was desirable for young women to be unhealthily thin, a “tougher line” was needed on ads that feature stereotypical gender roles, including those which mock people for not conforming.

“Our review shows that specific forms of gender stereotypes in ads can contribute to harm for adults and children”

ELLA SMILLIE