The UK’s independent ad regulator, the ASA, has today announced it is to start a new project exploring gender stereotyping in ads.
In recent years, there has been increasing political and public debate on equality issues. The objectification and sexualisation of women in ads, presenting an idealised or unrealistic body image, the mocking of women and men in non-stereotypical roles, the reinforcement of stereotyped views of gender roles, and gender-specific marketing to children are all issues that have gained considerable public interest.
As a proactive regulator, the ASA wants to find out more about these issues. We will be doing three things: examining evidence on gender stereotyping in ads, seeking views from a range of stakeholders, and commissioning our own research into public opinion.
At this stage we are being open-minded about what stakeholders and research tell us about gender stereotyping in ads and the impact of such advertising, which will shape the project as we move forward. In particular, we are keen for people and organisations to send us any research they have on this issue. Evidence can be sent to us at gender@asa.org.uk.
The project will report on whether the ASA is 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.
Chief Executive of the ASA, Guy Parker, said:
“We’re serious about making sure we’re alive to changing attitudes and behaviours. That’s why we’ve already been taking action to ban ads that we believe reinforce gender stereotypes and are likely to cause serious and widespread offence, or harm.
“And that’s also why we want to engage further with a wide range of stakeholders on the effect of gender stereotyping on society, including through our ‘call for evidence’.
“I look forward to hearing from stakeholders as this important work progresses.”
About ASA
The ASA is the independent regulator of advertisements across all media in the UK. It does so in the public interest and with the co-operation of advertisers, agencies and media owners who are committed to observing the Advertising Codes. The ASA acts independently of both the Government and the advertising industry.
