Adverts depicting sexist stereotypes to be banned from 2018 in UK

Adverts depicting sexist stereotypes to be banned from 2018 in UK, by Katie Morley.

Following a year-long inquiry the Advertising Standards Authority (ASA) has developed a set of tougher standards on adverts which portray “potentially harmful” gender stereotypes. …

The new standards will not ban all stereotypes, such as women cleaning or a men doing DIY jobs. But adverts that depict scenarios such as a woman having sole responsibility for cleaning up her family’s mess or a man trying and failing to do simple parental or household tasks are likely to be banned, it said. …

The ASA found there was evidence to support stronger rules on the basis that harmful stereotypes “can restrict the choices, aspirations and opportunities of children, young people and adults”. …

A poster for Protein World, a slimming product aimed at women, caused a stir last year after an advert stated “Are you beach body ready?” and featured an image of a toned and athletic woman wearing a bikini.

Despite receiving over 300 complaints last year it was not banned by the ASA, however it is thought that such an advert may not be allowed under the new rules.

This is a conscious effort to change people’s values:

ASA chief executive Guy Parker said: “Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people.

“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.”

Revolution by thought control. Why not just let people do and say what they want, and let evolution and natural selection do the rest? The method above amounts to a small group controlling what the rest of us can watch, which we know leads to PC and other crimes against reality. Who benefits? Oh, people like in the controlling group.

hat-tip Stephen Neil