Study reveals significant impact of ASA ban on gender stereotyping

57% of UK marketers have been impacted by the Advertising Standards Authority’s proposal to ban gender stereotyping in ads, according to a new Shutterstock study looking into the use of imagery in advertising campaigns.

Analysis of more than 1,500 marketers from the UK, US and Australia found that 35% of UK marketers have used more images of ‘non-stereotypical’ women over the past 12 months – with 51% saying they think it is now more important to represent modern day society when choosing marketing imagery, compared to just 30% in 2016.

The research also shows that marketers over the age of 45 are using the least amount of images featuring diversity when compared to their younger counterparts.

For example, 43% of 25-34 year-olds said they have used images of same sex couples over the last 12 months, compared to 38% of 35-44s, 17% of 45-54s and 17% of those over 55.

“The ASA’s crackdown on gender stereotyping within marketing images highlights the diversity problem that exists within marketing is no longer acceptable,” said Robyn Lange, Shutterstock Curator.

“We are pleased that the ASA’s announcement is having an impact on marketers and that the upward trend of using non-stereotypical images of women in marketing campaigns is continuing. Marketing campaigns have a strong visual impact on public life, therefore, marketers need to be more inclusive through their choice of images and ensure that they are representing people in society effectively.”

Globally, the research found that marketers agree that there is still room for growth in using more diverse images in marketing campaigns (UK 93%, US 91%, Australia 93%), while they also agree that using more diverse images will help a brand’s reputation (UK 90%, US 88%, Australia 93%).

While Australian marketers are leading the way in using increasing numbers of images featuring women, British marketers are using more images of same sex couples.

According to the findings, 41% of Australian marketers featured more images of females in the past 12 months compared to 35% of British marketers, while 35% of British marketers featured more images of same sex couples in the past 12 months compared to 21% of Australian marketers.

The research also found that using images of same sex couples and images featuring racial diversity to represent modern day society is more important than fitting with the brand message.

For same sex couples, when determining which was more important, 77% of UK marketers chose representing modern day society vs. 31% prioritising brand message. For US marketers it was 83% vs. 30% and for Australian marketers it was 55% vs. 33%.

For racially diverse models, when determining which was more important, 72% of UK marketers chose representing modern day society vs. 32% prioritising brand message. For US marketers it was 75% vs. 41% and for Australian marketers it was 41% vs. 37%.

“Our research shows that globally, marketers are shifting their attitudes and selecting images, primarily, to represent modern day society,” Lange added.

“Marketers are also recognising that choosing images that are relatable to diverse groups benefits their brand’s reputation. Striking a chord with consumers is no longer about serving them images of perfection, as social media has helped to change how people view images. Consumers prefer images that accurately portray the world around them, as opposed to a perfected version of the world offered by marketers.”