“Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us. Put simply, we found that some portrayals in ads can, over time, play a part in limiting people’s potential,”Advertising Standards Authority (ASA) chief executive Guy Parker.
The United Kingdom’s Advertising Standards Authority (ASA), the organisation that administers the UK Advertising Codes has banned gender stereotypes ads.
The advertising codes applies to both broadcast and non-broadcast adverts, including online and social media. Many of us perhaps can attest to seeing similar gender stereotype ads on huge billboards on the roads, especially when we travel back on the North South Expressway back to our hometown.
While we wait for the regulator to come in and regulate, as a consumer, we too can play a big role by speaking up and boycotting brands and companies that publishes such gender stereotype ads.