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UK advertising watchdog to crack down on sexist stereotypes (new rules…
UK advertising watchdog to crack down on sexist stereotypes
new rules
British companies
:forbidden: promotions that depict men/women in gender-stereotypical activities
ex : a man unable to change a nappy
ex : a woman unable to do DIY
:forbidden: transforming your body will make you romantically successful
:forbidden: the contrast between a boy’s stereotypical personality and a girl’s
:forbidden: aimed at new mothers that suggests that looking attractive or keeping a home pristine = priority for their emotional wellbeing
Why ?
psychological harm
to pay inequality
media ?
newspapers
magazines
television
cinema
leaflets
internet
promoted posts by celebrities : instagram
Advertising Standards Authority
enforce the new code from June 2019
Ella Smillie
reflecting the changing standards in society
changing ad regulation :red_cross: to end gender inequality
BUT advertising reinforce harmful gender stereotypes = limit people’s choices or potential in life
evolution since the 2000s
advertisers : signe up to its code of practice
old tropes : don't work with consumers any more
prompted by the outcry over adverts in 2015 for the slimming product Protein World
critical
= too politically correct
E. Smilie
comedy :red_cross: defence
the use of humour is unlikely to mitigate against harm
not forbidden
:check: perfume adverts featuring glamorous, attractive, successful or healthy people
:check: promotions that mock gender stereotypes in order to bring about changes in society