The UK advertising watchdog, Advertising Standards Authority, is launching an investigation into negative gender portrayals in advertising. A spokesperson for the ASA said: “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.”
The ASA is calling on organisations and individual members of the public to have their say and comment on the situation as it stands, as well as submitting evidence. You can do this by emailing firstname.lastname@example.org
At Zero Tolerance we work to end men’s violence against women by promoting gender equality and by challenging attitudes which normalise abuse and violence. A large part of that work involves analysing and criticising how the media shapes public perception of violence against women, and how it reinforces gender roles. Corporate brands have long been criticised for creating advertising campaigns that objectify women and in some cases perpetuate the subordination of women presenting them as weak and vulnerable. They also often perpetuate rigid and outdated gender roles for both adults and children.
We know that advertising and the media has a huge impact on people’s perceptions; that’s why it’s important we challenge harmful advertising where possible. You can download our full submission to the ASA at the bottom of this page.
Here are some of Zero Tolerance's concerns about sexism in advertising
Below are some questions you might like to consider when you’re writing your response:
Here are some helpful links on the influence of the media to inform your response
The default setting: what parents say about gender roles in children’s early years – report from Zero Tolerance
Just Like a Child – Zero Tolerance guide for childcare professionals aimed at preventing gender stereotyping.
|Gender Stereotypes in Advertising Zero Tolerance Evidence.pdf|
Added: July 5, 2016