Gender stereotype advertising bans set ‘concerning’ precedent, say advertisers

Advertising expert argues bans ‘go beyond the intent of the new rule’

A miniature man and a miniature woman standing on a pile of bills (iStock)

The banning of two adverts that promoted “harmful” gender stereotypes sets a “concerning” precedent, according to advertisers.

The Advertising Standards Authority (ASA) has barred two separate adverts promoting a Volkswagen car and Philadelphia soft cheese under new rules regarding “harm and offence” when it comes to the portrayal of gender and has barred the companies from using the adverts again.

The Volkswagen advert for its eGolf electric car featured a man and a woman lying down in a tent in the mountains, two male astronauts floating in a spaceship, an athlete with a prosthetic leg doing the long jump and a woman sitting next to a pram.

Meanwhile, the advert for Mondelez UK’s Philadelphia soft cream cheese showed two men caring for newborn babies before one of them left his on a restaurant conveyor belt.

However, Isba, which represents the UK’s biggest advertisers, and the TV advert approval firm Clearcast said the authority had overstepped the mark with its interpretation of the new rules and could discourage companies and advertising agencies from tackling certain issues in their adverts.

The new rules, which came into effect in June, state that "advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offence".

Guidelines add that gender-stereotypical roles included occupations or positions usually associated with a specific gender, while gender-stereotypical characteristics included "attributes or behaviours usually associated with a specific gender”.

In a statement posted on the Isba’s website, Phil Smith, the company's director-general and a member of a working group that helped develop the new rules, said the bans set a “concerning” precedent.

“In our view, the two decisions go beyond the intent of the new rule and guidance and will likely create confusion for advertisers and the broader co-regulatory system as they seek to address the harmful gender stereotypes and outdated portrayals this rule was designed to tackle,” Smith said.

“We look forward to discussing this more with the ASA and our members in due course.”

Clearcast agreed, with a spokesperson stating: “The ASA’s interpretation of the ads against the new rule and guidance goes further than we anticipated and has implications for a wide range of ads.”

Chris Mundy, managing director of Clearcast, told the Financial Times: “Some cases are very clear, such as [an ad] suggesting boys can’t be nurses.

“But the interpretation of these rules is that more subtle messages, distinct from clear harmful stereotypes, can change the overall balance of an ad.”

Volkswagen advert banned by ASA (Volkswagen)

Petronella Panerus, chief executive of Swedish agency Akestam Holst, told the FT that while there are reasons why advertisers shouldn’t show gender stereotypes, banning adverts isn’t productive.

“It gives the ads oxygen via publicity and can be overly draconian,” Panerus said.

Despite the backlash from several advertisers, Ella Smillie, head of policy and campaigns at the Fawcett Society, said the organisation welcomes the ASA's bans.

“It’s about time advertisers woke up and stopped reinforcing lazy, outmoded gender stereotypes,” Smillie said.

She added that children are known to internalise such stereotypes “in a way that that limits their aspirations and potential in life”.

“We have to seize the opportunity to change childhood and change lives.”

Craig Jones, the ASA’s director of communications tells The Independent that “by their nature, ads like these divide opinion”.

“But these rulings are based on the guidance issued to advertisers on those gender stereotypical portrayals which are likely to be considered harmful,” he adds.

“The evidence which underpins the new rule shows the effect of harmful gender stereotypes, cumulatively and over time, on people’s choices, aspirations and opportunities – including the ‘hapless dad’ stereotype included in this week’s rulings.”

Jones says ASA will always “listen carefully to any and all feedback from the industry”.

The Independent has contacted the ASA for comment.