Soon, advertising agencies in the UK will not be allowed to include gender stereotypes in the content of their ads.
No longer will tired mums be forced to clean up the messes of entire families while the lads kick back and watch the match. Gone will be the days of little girls dressed in pink while their brothers run around outside in jerseys and shorts.
The decision comes after the UK Advertising Standards Authority (ASA) received a number of complaints about TV and online ads that included women and young girls doing these exact things.
One ad that received considerable attention was that of a Cardiff bus company, which showed a young woman holding a sign that read “ride me all day for £3.”
This particular advertisement was criticised for objectifying and unnecessarily sexualising young women.
Legit ad on the back of a Cardiff bus. What were they thinking! @NAT_Group pic.twitter.com/jySyvDNycj
— Ella Fearnley-Marr (@EllaMarr) May 11, 2015
A report released by the agency said that stereotypes could be potentially damaging as they are “inviting assumptions about adults and children that might negatively restrict how they see themselves and how others see them.”
The ASA also said that this portrayal could have a knock on effect to society as a whole.
Here in Ireland, regulations already exist to combat gender stereotypes in ads.
The Advertising Standards Authority in Ireland’s code of practice reads that:
“Marketing communications should respect the principle of equality of men and women. They should avoid gender stereotyping and any exploitation or demeaning of men or women.”
The regulations are to come into effect in the UK from next year.
