Brands face crackdown on gender stereotypes in advertising

Brands are facing a crackdown on gender stereotyping in advertising as the Advertising Standards Authority (ASA) unveils plans to introduce new ad rules after admitting “tougher” guidelines are needed to protect children from “restrictive” gender norms. The industry body has released a report today (18 July), which explores whether current regulation is doing enough to address the potential for harm arising from gender stereotypes in ads. The review examined gender stereotyping across several areas, including body image, objectification, sexualisation and gender characteristics and roles. The ASA also conducted an independent research study in partnership with GfK to explore the public’s attitudes towards gender stereotyping in ads.