June 14, 2016

The ASA has noted that in recent years, there has been increasing political and public debate on equality issues.  The mocking of women and men in non-stereotypical roles, the reinforcement of stereotyped views of gender roles, and gender-specific marketing to children, as well as concerns regarding objectification, sexualisation and the presentation of an idealised or unrealistic body image, are all issues that have gained considerable public interest.

The ASA wants to find out more about these issues and others to ensure that it continues to “be alive to and in tune with prevailing standards when interpreting and applying the rules”.  Consequently, the ASA will be examining evidence on gender stereotyping in ads, seeking views from a range of stakeholders, and commissioning its own research into public opinion.

As far as the call for evidence is concerned, the ASA is eager to hear about what stakeholders and research tell us about gender stereotyping in ads and the impact of such advertising.  In particular, it is keen for people and organisations to send in any research they have on this issue.

The ASA is requesting submissions by the end of June to help inform the approach it takes to the public research it will be carrying out.  After June, the ASA says that it will still be happy to receive evidence and consider it, but it will not be able to inform the public research.

The project will report on whether the ASA is getting it right on gender stereotyping in ads.  If the evidence suggests a change in regulation is merited the ASA will set out the best way to achieve it.

Chief Executive of the ASA, Guy Parker, said: “We’re serious about making sure we’re alive to changing attitudes and behaviours.  That’s why we’ve already been taking action to ban ads that we believe reinforce gender stereotypes and that are likely to cause serious and widespread offence, or harm.  And that’s also why we want to engage further with a wide range of stakeholders on the effect of gender stereotyping on society, including through our ‘call for evidence’.”  To read the ASA’s announcement in full, click here.