UK watchdog to crack down on gender stereotypes in adverts

london — Adverts depicting girls as ballerinas alongside boys as rock climbers are likely to become a thing of the past in Britain under new rules set out by the UK’s advertising watchdog on Tuesday.

The Advertising Standards Au- thority, which plays a big role in regulating the industry in Britain, said it would take a harder line against adverts that feature common sexist stereotypes or which mock people who do not adopt typical gender roles.

The crackdown follows a barrage of complaints by British consumers about a 2015 campaign by Protein World for weight loss products which featured a bikiniclad model with the tag line “Are you beach body ready?”

The ad, which ran on posters on the London Underground network, is no longer in circulation.

The majority of complaints relate to how women are portrayed, according to ASA research.

A major review based on evidence from an independent study showed that some stereotypes could restrict the choices and opportunities of children and adults, the ASA said.

“Within the ad framework, a drip-drip feed of many ads featuring gender stereotypes for certain roles for boys and girls narrows people’s views in terms of aspirations, what they can do and their role in society,” said ASA senior media relations officer Matt Wilson. “That’s what we are trying address in our own specific way.” —