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UK bans ads 'harmful gender stereotypes,' tying physique to romantic success



The Committees of Advertising Practice (CAP) – the United Kingdom's advertising regulatory agency – enacted a rule regulation, announced in December, took effect on Friday and gave the Advertising Standards Agency (ASA) the ability to review ads for objectionable gender-based stereotypes. Stereotypes could "restrict" people's choices and prevent them from "fulfilling their potential," according to the BBC.

British Broadcasters are bound by the terms of their licenses to comply with the agency's rulings. “/>

Happy confident woman going to work on her husband's cooking dinner.
      

According to the ASA's Announcement, the rule would not be able to prevent one's gender, or a woman doing the shopping, attractive people or lifestyles, or the use of gender stereotypes in order to "challenge their negative effects." [1

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It is likely to censor content that emphasizes distinctions between boys 'and girls' stereotypical personalities (arguing versus caring), belittles men for engaging in stereotypically

"There is significant evidence," the agency's report read, "that gender inequality leads to real-world harms for adults and children a variety of practical, social, emotional and economic ways. "

 1950s wife using vacuum.

The rule also applies to harped on physical attractiveness and warned against ads did tie physical attractiveness to social and romantic success. In their romantic or social lives, "the agency said."

"The adjective does not have a good reason." a home pristine is a priority over other factors such as their emotional well being, "another guideline read.

NEW UN CAMPAIGN TO BRING YOUTH INTO GENDER EQUALITY FIGHT

During an interview on talkRADIO, Shabnum Mustapha of ASA defended the idea that ads could lead to "real-world harm."

CAP so warnings

The regulation came as UN women announced a new campaign focused on achieving "gender equality."

"Despite some progress, real c hange has been too slow for most women and girls in the world, and he sees significant pushback in many places, "the agency's executive director, Phumzile Mlambo-Ngcuka, said in May.

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"Women continue to be discriminated against and their contributions undervalued," she added.

Mlambo-Ngcuka said: "They are more, less and less, about their bodies, livelihoods, and futures than men."

Mlambo-Ngcuka said the General Equality campaign is aimed at speeding systematic change "on the laws, policies and out-dated mindsets that no longer curtail women's voice, choice and safety."

The Associated Press contributed to this report.


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