Original title: Britain's official sexist advertising off the shelves: the images of road killers, female drivers and incompetent fathers will disappear
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Female drivers are road killers, husbands never change diapers, and men are ridiculed because of their 'mother'
On the 14th local time, the UK advertising standards authority (ASA) announced on its official website that from now on, similar contents cannot appear in new advertisements because they are identified as likely to cause harm to some groups or contain gender stereotypes. The advertising rules apply to radio and non radio media, including television, radio, newspapers and social media.
ASA pointed out that the evidence shows that some gender stereotypes in advertising have a negative impact on individuals, economy and society, and virtually increase the cost of communication between people. 'in short, we find that some descriptions in advertising may limit people's potential over time.'
For this series of reasons, ASA has reviewed some advertisements and issued new advertising rules.
So, what kind of advertising 'may cause harm to some groups and contain gender stereotypes'?
According to CNN, for example, there are a number of online celebrities active on social media. They often "accidentally" expose products in published photos, or "Amway" some "easy-to-use" products to fans, so as to achieve the purpose of publicity, so as to obtain the remuneration of brands, but the flocking fans are kept in the dark.
In addition, some advertisers often suggest that good things will happen after people use their products. For example, an infant milk powder once set such a situation in the advertisement: after several baby girls ate milk powder in the advertisement, 'without exception' have grown into pillars -- ballet dancers, engineers and professional mountaineers.
According to the BBC, many parents are dissatisfied with the advertisement. They think that similar advertisements only highlight the "expectations" that some people place on teenagers. Such expectations are likely to have an impact on Teenagers' guardians, and turn to ask the next generation, 'these stereotypes do not represent our real life, and they lack understanding of the diversity of life.'
There was also an advertisement for a weight loss product in the British subway: a thin girl wearing a bikini with 'are you beach body ready?' -- ' Are you ready for your beach figure? '
This weight loss product originally wanted to publicize the effectiveness of its own products. Unexpectedly, it was resisted by most netizens, 'do you have to be thin to go to the beach?', ' Is fat not qualified to go to the beach? " In the end, the advertisement was not only taken off the shelves, but the company was also fined.
ASA listed some images that should not appear in advertisements, including:
It can't describe tasks that can't be completed, especially because of people's gender: for example, men can't change diapers and women can't stop; Men are in a mess at home, and women are solely responsible for cleaning up the mess;
Advertisements should not imply that people's physique is an important reason why they can't succeed;
Advertisements for new mothers should not blindly require them to maintain vitality to their families and ignore their emotional health;
Can't show that men are laughed at because of 'mother'
ASA said that in fact, there is not always a problem with the content of gender stereotypes in advertisements. Therefore, the new rules do not attempt to completely prohibit this concept, but first determine a set of rules to prevent harm. The rules and their supporting guidelines will not prevent advertising features.
ASA CEO guy & middot; "It is gratifying that advertisers have begun to notice these changes and strive to seek corrections in order to meet the interests of the public," said Guy Parker