Do regulators have a role in changing gender stereotypes?
This week’s article is more a question than a learning - is it a nanny state or about time government regulated how advertisers perpetuate gender stereotypes? Next year the UK Advertising Standards Authority will crack down on ads that feature stereotypical gender roles. At Peg Consulting we are alive to the role of regulation and government intervention in the pursuit of changing harmful societal norms. We thought this was a great example of a government’s attempt in this space, and we look forward to monitoring the impact of its effectiveness. If you want to know more about what’s being done read the full article here, or the extract below.
Extract: Advertisements that show men failing at simple household tasks and women left to clean up are set to be banned by the UK advertising watchdog. Ads that mock people for not conforming to gender types or reinforce gender roles had "costs for individuals, the economy and society", the ASA said..."Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people," said Guy Parker, chief executive of the ASA.
"While advertising is only one of many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole."