Britain bans 'harmful' gender stereotypes from ads

phys.org | 2/12/2013 | Staff
dewbydewby (Posted by) Level 4
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Ads featuring "harmful gender stereotypes" which are likely to cause offence will be banned in Britain from Friday under new rules that could have a major impact on the industry.

The ban by the Advertising Standards Authority would cover, for example, a woman failing to park a car, a man struggling to change a nappy or girls being less academic than boys.

Ban - Scenarios - Offence - Ads - Woman

The ban will not include some stereotypical scenarios that are judged not to cause as much offence in ads, such as a woman cleaning or a man doing DIY tasks.

"Harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us," ASA chief executive Guy Parker said in a statement.

Portrayals - Ads

"Put simply, we found that some portrayals in ads can, over...
(Excerpt) Read more at: phys.org
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