Advertising will no longer be able to depict men and woman in gender-stereotypical roles
New rules from the Advertising Standards Authority are set to end sexist stereotypes in UK adverts.
Under the new code, scenes like women being unable to do DIY or being bad drivers, or men not knowing how to change a nappy, will not be allowed. We’ve come a long way from when Yorkie bars were marketed as “Not For Girls”.
The decision comes a move to stop such depictions contributing to pay inequality and causing psychological harm.
Adverts that suggest that cosmetic body transformation can also make you more romantically successful will also be banned. Earlier this year, breast surgery adverts that screened during ITV2’s
Love Island were
criticised by NHS chiefs for putting pressure on young women to conform to unrealistic standards, and
"beach body ready" posters on the London Underground were banned.
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The new rules will come into force in June 2019.
The public will also be able to make complaints about any advertisements that they feel includes harmful gender stereotypes.
“We don’t see ourselves as social engineers,” said The ASA’s Ella Smillie. “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.”
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She also added that even if gender-stereotypes were used in jest in advertising, they still would probably not pass the new code.
“The use of humour 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.”
