International Women’s Day, held annually on 8 March, celebrates the social, economic, political and cultural achievements of women globally, and highlights the importance of taking action to achieve gender equality.
The ASA has always taken a strong position on harmful or offensive depictions of gender, or objectification and sexualisation in advertising. By following the advice below, you can ensure that your advertising complies with the CAP Code.
Avoid harmful or offensive stereotypes
Ads must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.
While ads can feature successful or aspirational people or lifestyles, if they depict stereotypical roles or characteristics in a way which suggests that they are always associated with one gender only, are the only options available to one gender or are never carried out or displayed by another gender, they are likely to be problematic.
Advertisers should also take care when depicting contrasting stereotypes or roles.
The ASA ruled an ad which juxtaposed a man explaining how the cleaning product worked while women used it reinforced the harmful gender stereotype that cleaning the home was the responsibility of women, and that men did not share that responsibility.
Humour and innuendo
The use of humour and innuendo will not mitigate the use of harmful gender stereotypes or objectification of people.
The ASA concluded ads which implied a man was a prize for multiple, beautiful women to fight over or alluded both to pruning a plant and to trimming pubic hair either perpetuated sexist and negative gender stereotypes or had the effect of demeaning and objectifying women.
Sexualisation and objectification
Ads should be socially responsible and not depict people in a way that could present them as physical or sexual objects.
Focusing on women’s bodies, particularly in circumstances where they are unrelated to the product or service being advertised or where their faces are hidden, is likely to be considered objectification and should be avoided.
Ads shouldn’t portray particular body types in an irresponsible manner, exploit people’s insecurities or body-shame for not conforming to an idealised gender-stereotypical body.
An ad which included the phrase “For the things that make you go ooh” reinforced the impression that the woman had been objectified and stereotyped for her physical appearance, and trivialised catcalling and sexual harassment. Ads shouldn’t trivialise or condone sexual assault or sexual violence.
Advertisers should be aware that the advertising rules will still apply even if they choose to feature characters or imagery in their ads. The ASA concluded an ad for a game app which used tropes from pornography to portray the female characters as sexual objects objectified and stereotyped them. Other ads for a dating app, which featured cartoon-style imagery and sexual innuendo alluding to playing with female genitalia, were overtly sexual, likely to cause widespread offence and were irresponsible.
For bespoke advice on your own non-broadcast advertising, please contact our Copy Advice team for fast, free and confidential advice.
More on
-
Keep up to date
Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.
