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Ads with "prejudicial badist stereotypes" leading to the prohibition of the offense in Great Britain
Ads with "damaging badist stereotypes" that may constitute an offense will be banned in Britain from Friday under new rules that could have a major impact on the industry.
The ban imposed by the Advertising Standards Authority would concern, for example, a woman who did not park a car, a man who struggled to change diapers, or girls who were less academic than boys.
The ban will not include some stereotypical scenarios that are deemed not to cause as much offense in advertisements, as a housekeeper or a man doing DIY work.
"Prejudicial gender stereotypes in advertisements can contribute to inequality in society, with costs for all of us," said ASA Executive Director, Guy Parker.
"In simple terms, we have found that certain representations in advertisements can, over time, limit the potential of Internet users," he said.
"It is in the interest of women and men, of our economy and society that advertisers avoid these outdated images, and we are delighted with the way the industry has already begun to react," he said. he added.
One of the ads the ASA found problematic was a 2017 TV commercial for Aptamil, which showed a little girl growing up to be a ballerina and baby boys who became engineers and mountaineers.
ASA found that some parents "wondered why these stereotypes were necessary, believing that they lacked diversity in gender roles and did not represent real life".
Another showed a man with feet in the air while a woman badumed the entire responsibility of cleaning up the damage of her family.
(With the exception of the title, this story was not changed by NDTV staff and is published from a syndicated feed.)
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