Ending Gender Stereotyping

Gender stereotyping and equality has become a prevalent and often debated subject in recent times. It therefore comes as no surprise that this hot topic has caught the attention of the Advertising Standards Authority (ASA), the body that administers UK advertising codes and regulates the industry. In 2017 the ASA and Committees of Advertising Practice (CAP) undertook a review into the practice of portraying gender stereotyping within advertising. It was found that gender stereotypes “can negatively reinforce how people think they should look and behave based purely on their gender… This can lower their self-esteem and limit their aspirations and ability...