{"id":2738,"date":"2017-09-08T09:00:09","date_gmt":"2017-09-08T14:00:09","guid":{"rendered":"https:\/\/www.thevoicerealm.com\/blog\/?p=2738"},"modified":"2026-09-28T17:21:42","modified_gmt":"2026-09-28T21:21:42","slug":"stopping-gender-stereotypes-in-advertising","status":"publish","type":"post","link":"https:\/\/www.thevoicerealm.com\/blog\/stopping-gender-stereotypes-in-advertising\/","title":{"rendered":"Stopping Gender Stereotypes in Advertising"},"content":{"rendered":"

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The UK\u2019s Advertising Standards Authority<\/strong> recently published its Depictions, Perceptions and Harm<\/em><\/strong> report detailing how harmful stereotypes can limit the choices, aspirations and opportunities of children, youth and adults. This was followed by the organisation\u2019s move to introduce tougher guidelines on gender stereotyping in advertising.<\/p>\n

According to the research, \u201cadvertising can reinforce particular gender stereotypes which contribute to widespread assumptions and expectations about how people should look or behave according to their gender, and that these can become internalised.\u201d<\/p>\n

The research goes on to say that \u201cadvertising is one of many factors that contribute, to a greater or lesser extent, to unequal gender outcomes, alongside the role played by some parents, schools and employers, and aspects of particular cultures, communities and demographics.\u201d<\/p>\n

Four stereotyping issues the research found<\/h2>\n

They identified these issues on gender stereotyping in the advertising industry today:<\/p>\n

Gender roles and characteristics<\/h3>\n

This touches on the occupations, roles and positions that are typically associated with adults and children within the family or society. The research cites an example of women portrayed in domestic roles, of men as decision makers or breadwinners, and for children, girls playing with dolls while young boys play with construction toys.<\/p>\n

With regards to characteristics, these are gender stereotypical attributes or behaviours associated with certain genders, like women depicted as passive while men are aggressive.<\/p>\n

Mocking people who do not conform to gender stereotypes<\/h3>\n

These are for ads that \u201ccreate humour by mocking people who do not conform to gender stereotypes.\u201d This research cites a complaint about an ad that was considered offensive and negative towards transgender people.<\/p>\n

According to the research, in our society in which heterosexuality is considered as a norm, people who do not conform to the stereotypes of sexual orientation are portrayed with negative images or degrading connotations.<\/p>\n

Objectification and sexualisation<\/h3>\n

This relates to advertising that focuses on objectifying or sexualising an individual, whether they are portrayed in a demeaning way, reduced to physical objects or overtly sexualised imagery.<\/p>\n

Body image<\/h3>\n

The research cites complaints on ads that \u201cpromote unrealistic body image\u201d, where for example being unhealthily thin is the ideal body image or is considered more desirable.<\/p>\n

\"Infographic

The four problem areas the ASA research names \u00a9 The Voice Realm<\/p><\/div>\n

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What the new UK standards will change<\/h2>\n

The Committee of Advertising Practice will bring new standards on advertising that feature stereotypical gender roles or characteristics into force in 2018. The advertising watchdog does not call for a ban on all forms of gender stereotypes, but details what type of adverts would constitute \u201ccrossing the line.\u201d<\/p>\n

Guy Parker, CEO of the ASA, said in a statement, “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.”<\/p>\n

With these new guidelines, the UK aligns itself with other countries like Ireland, Norway, Spain, Finland, Germany, India, Italy, Canada and France that already have in place regulations that will discourage gender stereotyping in advertising.<\/p>\n

The ASA\u2019s new standards bring gender stereotyping to the forefront and challenges other countries like the USA to follow suit. The US, through the Children’s Advertising Review<\/strong> Unit, has guidelines in place to ensure that “advertisers should avoid social stereotyping and appeals to prejudice,” but it does not have similar guidelines in advertising for all ages.<\/p>\n

Will this initiative of discouraging, if not stopping gender stereotyping in ads by more and more countries prompt advertisers in the US to self-regulate?<\/em><\/p>\n

How do you think these new guidelines will affect voice over projects in advertising, not just in the UK but in other countries who already have guidelines in place?<\/em><\/p>\n

 <\/p>\n

Source:<\/strong><\/span><\/p>\n

ASA<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The UK’s ad watchdog is tightening the rules on gender stereotyping in ads. Here’s what its report flags, and what it could mean for voice over work.<\/p>\n","protected":false},"author":9,"featured_media":2743,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[354,62],"tags":[381,465],"class_list":["post-2738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-radio-commercial","category-voice-over-jobs-2","tag-advertising","tag-voice-over-in-advertising"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t