Spotlight on gender stereotypes

The UK Ad Watchdog recently announced a plan to introduce guidelines cracking down on TV ads that play on gender stereotypes. It has drawn attention to the low bar set by Australian standards (only forbidding ‘degrading’ sexual content) and consequences of a primarily self-regulated industry. See findings on Gender Bias in Media here.

Our take

Advertising has a responsibility to reflect society, the power to influence accepted values & norms and push for progress. Depictions of gender stereotypes perpetuate inequality where a lack of diversity has a cost for individuals, the economy and society as a whole. That they are unchallenged by self-regulation prompts discussion around enforcing regulation to encourage and normalise depictions of the more progressive world we believe we live in.

Jen Nicholls

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.