A new report conducted by the Advertising Standards Authority has concluded that stronger regulation is required to limit the negative impacts of ads that feature stereotypical gender roles.
The report, Depictions, Perceptions and Harm, was prompted by a number of gender issues that have gained public interest recently, and examines gender stereotyping across several spheres, including body image, objectification, sexualisation, gender characteristics and roles, and mocking people for not conforming to gender stereotypes.
The evidence, which was gathered through a study led by GfK, suggests that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults.
Responding to the evidence, the ASA’s sister body, CAP – the authors of the UK Advertising Codes – will develop new standards on ads that feature stereotypical gender roles or characteristics.
“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,” said Guy Parker, chief executive of the ASA.
Ella Smillie, lead report author, added: “Our review shows that specific forms of gender stereotypes in ads can contribute to harm for adults and children and limit the life decisions they take.”
“Tougher standards in the areas we’ve identified will address harms and ensure that modern society is better represented.”
Numerous fashion brands – including Gucci and Prada – have previously been pulled into the spotlight for using underweight models and the overt objectification of females that could be considered to be under age.
