Adverts that perpetuate gender stereotypes -- including men failing to undertake simple household tasks -- are to be banned under new regulations proposed by industry watchdog the Advertising Standards Agency (ASA).
SEE ALSO:Sexism is the new clickbait. Find another route to internet fame.The new regulations put forth by the ASA will crack down on ads that portray activities as specific to one particular gender and ads that mock people for not conforming to gender stereotypes. The new measures intend to address the "potential for harm or offence" arising from gender stereotyping in ads.
The report says "new standards are not intended to ban all forms of gender stereotypes" and that it would be "inappropriate and unrealistic" to prevent ads from depicting a woman cleaning or a man doing DIY. But, the standard would apply to ads featuring "problematic" stereotyping that "can potentially cause harm."
Problematic stereotypes include, according to the report:
Ads which depict family members making a mess while a woman has sole responsibility for cleaning it up
Ads that suggest "a specific activity is inappropriate for boys because it's stereotypically associated with girls, or vice-versa" and
Ads featuring men "trying and failing" to conduct "simple parental or household tasks."
The report identified six different types of gender stereotyping in ads, including "occupations or positions" and "attributes or behaviours" associated with a specific gender, in addition to making fun of people for behaving or looking in a "non-stereotypical" manner. Sexualisation and objectification were also identified as types of gender stereotyping in ads.
"Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people," Chief Executive of the ASA, Guy Parker, said in a statement.
"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," Parker continued.
TopicsAdvertising
(责任编辑：綜合)
Researchers create temporary tattoos you can use to control your devicesNorway's 'Give That Wolf A Banana' is the Eurovision jam 2022 demands'The Flight Attendant' Season 2 review: Silly, stylish, and low on substance'Wordle' today: The solution word, clues for #290 on April 5You can now play 'Solitaire' and 'TicGive your kitchen sponge a rest on this adorable bed
Our kitchen sponges do a lot of work. Don't they deserve a good night's rest?"Sure," said design stu
...[详细]'Marry Me' English bulldog steals scenes and hearts
Welcome toThanks, I Love It, our series highlighting something onscreen we're obsessed with this wee
...[详细]'The Flight Attendant' Season 2 review: Silly, stylish, and low on substance
I never understood the appeal of The Flight Attendant, and I still don't. Well, at first I thought I
...[详细]Tinder's Festival Mode lets you find people going to the same shows
Meeting new people at a festival has been something we've been unable to do during the pandemic. Ins
...[详细]This weird squid looks like it has googly eyes, guys
Internet, meet your new spirit animal. 。Scientists aboard the research vessel the E/V Nautilus, off t
...[详细]Who killed Xavier on 'The Afterparty?' An investigation.
With The Afterparty's finale approaching and still no leads on the killer, we have some theories. Ap
...[详细]Facebook's 'News Feed' is now just 'Feed.' Reactions are mixed.
Facebook's feeding the meme beast. The company that keeps trying to make Meta happen announced Tuesd
...[详细]The 13 best and funniest tweets of the week, including Batman and the Hamburglar
Can you believe it, Friday is here. What a world. I've got to be honest, I didn't think we would mak
...[详细]Amazon's Echo made controlling music with your voice easy-peasy, but its sound quality could be a lo
...[详细]NASA rocket test encounters problems ahead of first US lunar launch since Apollo
UPDATE: Apr. 6, 2022, 3:21 p.m. EDT NASA called off another attempt to fill the mega moon rocket's t
...[详细]Tesla's rumored P100D could make Ludicrous mode even more Ludicrous
Elon Musk's purchase of Twitter shares sends stock soaring