Britain Cracking Down on Gender Stereotypes in Ads

The answer, the report found, is no. The agency found that stereotypes could “restrict the choices, aspirations and opportunities” of ad viewers, especially girls and teenagers who are figuring out their identities and goals.

“Our review shows that specific forms of gender stereotypes in ads can contribute to harm for adults and children,” said Ella Smillie, the lead author of the report. “Such portrayals can limit how people see themselves, how others see them, and limit the life decisions they take.”

The Committee of Advertising Practice, which sets British advertising standards, in consultation with the industry, will develop new standards, starting later this year. The Advertising Standards Authority, an independent body, will then enforce those rules.

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