UK Bans Sexist Advertisements

The UK Advertising Standards Authority has taken a stand against gender stereotyping by banning adverts that perpetuate sexism and outdated views about women.

Companies will no longer be able to market their products using campaigns that objectify women, with the UAS able to ban any advert on the grounds of "objectification, inappropriate sexualisation, and for suggesting it is desirable for young women to be unhealthily thin".

The agency has also noted that there have been many public complaints about adverts that portray outdated gender roles and mock people who do not conform to them. For example a baby milk formula company ran an advert that showed girls growing up to be ballerinas and boys becoming engineers, whilst clothing brand GAP showed a boy becoming an academic whilst his female counterpart became a 'social butterfly". Similarly many cleaning products are marketed under campaigns that portray men as unable to do household chores, which perpetuates the idea of women as natural homemakers.

Unfortunately under UK law it is not yet possible to ban all depictions of outdated gender roles in advertising. However the ASA has implied that it will be taking a much firmer stance on companies that are not progressive on issues of inequality and stereotyping. 

The Chief Executive of the ASA stated:

"Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people...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."