U-K Ad Watchdog To Crack Down On Sexist Stereotypes

Advertisements showing a woman struggling to park a car or a man refusing to do housework while his wife cooks dinner will be banned from next year in the U-K as part of an industry-wide crackdown on sexist stereotypes, reports The Guardian.

Under the new rules, British companies will no longer be able to create promotions that depict men and women engaged in gender-stereotypical activities, amid fears that such depictions are contributing to pay inequality and causing psychological harm.

Ads will no longer be able to show a person failing to achieve a task specifically because of their gender, such as a man unable to change a nappy or a woman unable to do DIY.

The rules will also ban adverts that suggest that transforming your body will make you romantically successful, while also clarifying rules on the sexualization of young women.

The Advertising Standards Authority will enforce the new code starting June 2019. Members of the public will be able to report adverts to the regulator if they feel they breach the code.

The ASA’s Ella Smillie, who helped to devise the new rules, said: “We don’t see ourselves as social engineers, we’re reflecting the changing standards in society. Changing ad regulation isn’t going to end gender inequality but we know advertising can reinforce harmful gender stereotypes, which can limit people’s choices or potential in life.”

She said comedy would not serve as a defense. “The use of humor or banter is unlikely to mitigate against the potential for harm. It’s fine to show people undertaking gender-stereotypical roles such a woman cleaning. But if an advert showed a woman being solely responsible for cleaning up mess within a home while a man sits around with his feet up, then that would be a problem.”

The ASA operates a system of self-regulation but all major advertisers have signed up to its code of practice.

Other examples of ads that will be banned include those that belittle men for carrying out stereotypically “female” roles or tasks; adverts that emphasise the contrast between a boy’s stereotypical personality and a girl’s; and adverts aimed at new mothers that suggests that looking attractive or keeping a home pristine is a priority for their emotional wellbeing.