Womens Support Project

Gender stereotyping in Ads

The Advertising Standards Authority has begun a project to explore its position on gender stereotyping in ads.

"As a proactive regulator, we want to find out more about these issues. We are asking for individuals and organisations who are working in this area to share with us any relevant research. If you are working on this issue or are aware of research in this field that could inform our work, we would welcome a submission.

The areas we are examining include the use of gender roles and objectification in ads – for example: ·

The reinforcement of stereotyped views of gender roles in ads

The mocking of women and men in non-stereotypical roles

Gender-specific marketing to children

The objectification and sexualisation of women and men in ads

Presenting an idealised or unrealistic body image

We are asking for submissions of evidence to be sent to us by the *end of June* – to inform our next stage of the project, which will involve commissioning our own research into public attitudes. The project will report on whether we’re getting it right on gender stereotyping in ads. If the evidence suggests a change in regulation is merited, we will set out the best way to achieve it. Please share this with colleagues or others who may be interested in this project.

For more information, please see here




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