Ban for Ads that use harmful gender stereotypes

ADVERTS that perpetuate harmful gender stereotypes such as a men struggling with household chores or girls being less academic than boys are to be banned, the regulator has announced.

The new rule – that ads must not include gender stereotypes which are likely to cause harm or serious or widespread offence – comes into effect in June following a consultation.

Scenarios likely to be “problematic” include depictions of a man with his feet up while a woman takes sole responsibility for cleaning up, and a man or a woman failing to achieve a task specifically because of their gender, such as a man struggling to change a nappy or a woman being unable to park a car, the Committee of Advertising Practice (Cap) said.

Advertisers will also have to tread carefully when contrasting stereotypical personalities of boys and girls or if they belittle a man for carrying out stereotypically “female” roles or tasks.

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

It will not ban all forms of gender stereotypes, with the review 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 ads.

Cap said the evidence from the review did not show that gender stereotypes were always problematic or that the use of seriously offensive or potentially harmful stereotypes in advertising was endemic. It said the aim of the new rule was therefore to identify specific harm that should be prevented rather than banning gender stereotypes outright.

Cap will carry out a 12-month review after the new rule comes into force on June 19 to make sure it is meeting its objective.