Ban over 'harmful' gender stereotypes in adverts comes into effect

A ban on adverts containing 'harmful' gender stereotypes has officially come into force today.

New rules set out by the Advertising Standards Authority (ASA) means ads showing archaic scenarios where women are depicted as doing household chores while their male parters relax with their feet up will be no more.

The watchdog found that some adverts could play a part in "limiting people's potential" and it was pleased with how advertisers had responded to the change in rules.

Other scenarios include a man or woman shown to be failing to achieve a task because of their gender such as a woman parking a car or a man's inability to change a baby's nappy.

The new rules also apply to ads stereotyping young children with emphasis that a young boy's personality is daring while young girl's need to be 'handled with care'.

Shahriar Coupal, director of the Committees of Advertising Practice, said: "Harmful gender stereotypes have no place in UK advertisements. Nearly all advertisers know this, but for those that don’t, our new rule calls time on stereotypes that hold back people and society."

1939 advert for use in Rochdale Observer Nostalgia feature (British Newspaper Archive)

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Adverts aimed at new mums could also be troublesome if they suggest looking attractive or keeping a pristine home is a priority over other factors such as emotional wellbeing.

The ruling follows a review of gender stereotyping in adverts, which will apply to both broadcast and non-broadcast adverts - including online and on social media.

While women are pictured gasping at a new cooker, a man enjoys a beer (British Newspaper Archive)

"The evidence we published last year showed that harmful gender stereotypes in ads contribute to how people see themselves and their role in society," said Ella Smillie, gender stereotyping project lead for the Committees of Advertising Practice, when the ruling was first announced last year.

"They can hold some people back from fulfilling their potential, or from aspiring to certain jobs and industries, bringing costs for individuals and the economy.  We’ve spent time consulting on new standards to make sure they target specifically those images and portrayals we found cause harm."

A woman depicted in the kitchen baking (British Newspaper Archive)

The ASA outlined the new rules in December 2018, which allowed advertisers six months to prepare for the ban.

The Committees of Advertising Practice will carry out a 12 month review to make sure it's meeting its objective to prevent harmful stereoypes.