Stereotypes are now banned in advertising in the UK
What was announced in December is now a fact: the ban on gender stereotypes in advertising has come into force.
The Advertising Standards Authority (ASA) is getting serious: anyone showing gender stereotypes in advertising in future will be breaking the law. It has been discovered that some depictions in advertising play a role in limiting people's potential, shares ASA Managing Director Guy Parker. This finding is based on a previous study which found that stereotypical representation contributes to gender inequality.
If women can't park or do math, clean up after their husbands or are labeled as more caring (than their spouse), the ASA will intervene in future and not release the advertising. Men may also no longer be portrayed as more daring than women.
On the other hand, stereotypical depictions are still permitted if a product is only aimed at one gender or if the genders are shown successfully carrying out a supposedly typical activity. Men may therefore be portrayed as passionate DIY enthusiasts and women may be shown shopping. According to the ASA, the assessment should be made on a case-by-case basis, taking into account the content and context.
The advertising supervisory authority had already prepared the industry for the upcoming rule changes last December and gave the players in the advertising market six months to prepare for the new standards.
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