Adverts featuring 'harmful gender stereotypes' banned in UK

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Adverts featuring “harmful gender stereotypes” have been banned by the UK’s advertising watchdog.

The Advertising Standards Authority introduced the ban after its review of gender stereotyping in adverts could play a part in “limiting the roles that people carry out and aspire to.”

The new rule covers scenarios such as a man with is feet up while a woman cleans or a woman failing to park a car.

It follows the ASA’s review of gender stereotyping in both broadcast and non-broadcast adverts including online and social media.

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For its review, the ASA showed members of the public various adverts to gauge how they felt about how men and women were depicted.

The report prepared by Debra Crush and Polly Hollings said: “Adults across the research felt that the lack of diversity in gender roles and characteristics could be harmful to society in general by limiting the roles that people carry out and aspire to.”

One of the adverts shown was a 2017 television advert for Aptamil baby milk formula.

This depicted a baby girl growing up to be a ballerina whilst baby boys became engineers and mountain climbers.

One of the adverts shown was a 2017 television advert for Aptamil baby milk formula.
Aptamil

The ASA found some parents "felt strongly about the gender based aspirations shown in this advert specifically noting the stereotypical future professions of the boys and girls shown.

"These parents queried why these stereotypes were needed, feeling that they lacked diversity of gender roles and did not represent real life."

The ASA said the review found evidence suggesting that harmful stereotypes could "restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes".

"Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us," said ASA chief executive Guy Parker told the BBC.

"Put simply, we found that some portrayals in ads can, over time, play a part in limiting people's potential."

The ASA established the rules in December before giving advertisers six months to prepare for their implementation.

Mr Parker added that the watchdog was pleased with how the industry had already responded.

The ASA said it would deal with any complaints on a case-by-case basis and would assess each advert by looking at the "content and context" to determine if the new rule had been broken.

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