Advertising Standards Authority ‘must do better’ on gender stereotypes
gscene.comA new study from the School of Law at the University of Essex has described recent attempts to tackle gender stereotypes in advertising as a ‘missed opportunity’ and criticised the Advertising Standards Authority (ASA) ‘one dimensional’ approach to gender, calling for it to revisit its guiding principles to reflect modern attitudes to gender fluidity.The study, conducted by Dr Alexandros Antoniou and Dr Dimitris Akrivos, also calls for additional duties to be placed on advertisers, specifically in regards to nudity and gratuitous use of sexualised imagery.In June 2019, ASA introduced a new rule stating: ‘Advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offence’.Dr Akrivos said: ‘The.
