Say Goodbye to Harmful Advertising Stereotypes
- CAP bans ‘harmful’ adverts featuring gender stereotypes
- New advertising rules to be in operation from June 2019
- Scenarios such as men struggling with housework or girls being less academic than boys outlawed
- ASA review found that this type of advertising can restrict choices, aspirations and opportunities
The Committees of Advertising Practice (CAP) has announced a ban on ‘harmful’ adverts featuring gender stereotypes. This decision comes after the Advertising Standards Authority (ASA) commissioned a review of gender stereotyping in advertising. Following the review, CAP will ban adverts featuring ‘gender stereotypes that are likely to cause harm or serious or widespread offence. The new advertising rules will be in operation from June 2019 and will see scenarios such as men struggling with housework or girls being less academic than boys outlawed. The ASA’s review found that this style of advertising can ‘restrict the choices, aspirations and opportunities of children, young people and adults’. Ella Smillie, a policy expert at CAP, said: ‘There is nothing in our new guidance to suggest that ads can’t feature people carrying out gender-typical roles. The issue would be if in that depiction it suggested that that’s the only option available to that gender and never carried out by someone of another gender.’ CAP’s director Shahriar Coupal added: ‘Harmful gender stereotypes have no place in UK advertisements. Nearly all advertisers know this, but for those that don’t, our new rule calls time on stereotypes that hold back people and society.’
Factuality Level: 10
Factuality Justification: The article provides accurate information about the ban on gender stereotypes in advertising by CAP and ASA, with quotes from policy experts explaining the reasoning behind it. It also gives examples of scenarios that would be considered problematic under the new rules.
Noise Level: 3
Noise Justification: The article provides relevant information about the ban of gender stereotypes in advertising by CAP and explains the reasoning behind it. It also includes quotes from experts to support the decision. However, it could benefit from more in-depth analysis or discussion on the potential impact of this change on society and the advertising industry.
Financial Relevance: No
Financial Markets Impacted: No
Financial Rating Justification: The article discusses a ban on gender stereotyping in advertising, which does not have a direct impact on financial markets or companies.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event in the text, but the article discusses a significant change in advertising rules regarding gender stereotypes.
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