Bad Ads And Stereotypes
Written by Rebecca Brown
In June this year, the Advertising Standards Authority (ASA) brought into effect a ban on harmful gender stereotypes in advertising. In response to public outcry about adverts such as the 2015 ‘Are you beach body ready?’ campaign by Protein World, and growing discomfort with outdated depictions of gender roles in the media, the ASA undertook a project to consider whether existing regulation is fit for purpose. They concluded that “evidence suggests that a tougher line needs to be taken on ads that feature stereotypical gender roles and characteristics, which through their content and context may be potentially harmful to people.” (ASA, 2017: 3)