This is good news for all of us who are fed up with ‘casual’ sexism and lazy advertisers playing on outdated stereotypes.
The reassessment of the current guidelines has occurred because of the public backlash to a ‘beach body ready’ advertising campaign that featured heavily on the London Underground in 2015.
Guy Parker, chief executive of the ASA, said: ‘Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people’.
Previously there have been a lack of rules to deal with advertisers that promote gender inequality but, that’s about to change.
I can’t wait to see the changes occur, these sorts of adverts do annoy me, mostly because I think that the thinking behind is is unbelievable lazy for people in the creative industries.
Do you think it will change people’s views if adverts stop reinforcing old views and stereotypes? Personally I think it’s about time that this change happened to help reduce gender inequality.
I’d love to know your thoughts! Please share them with me in the comments section.