The Committee of Advertising Practice (CAP) has announced it will ban gender stereotypes in adverts after a review conducted by the UK’s Advertising Standards Authority, which has deemed them ‘harmful’.
Guy Parker, chief executive of the ASA, who lead the review, said the stereotypes “reinforce assumptions that adversely limit how people see themselves and how others see them.”
“Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people,” said Guy Parker, chief executive of the ASA.
“While advertising is only one of many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole.”
Adverts deemed ‘problematic’ include:
- Adverts where a woman is cleaning while a man relaxes and does not help.
- Adverts where men are made fun of for doing ‘female’ tasks.
- Scenarios where men or women fail to do something and it is implied this is because of their gender, for instance women not being able to park or men being unable to change nappies.
Parents are also fighting against gender stereotypes, such as one father who shared his anger after his son, Sam, was made fun of for wearing nail polish.
Other parents rushed in to show their support and post examples of other men and boys wearing nail polish.
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