Advertisements that depict traditional gender roles or play off common “battle of the sexes” tropes are set to be banned in the United Kingdom next year. The UK’s Committees of Advertising Practice (CAP) claims that such “gender stereotypes” carry “harmful consequences” for individuals and society alike. The new guidance for ad rules are set to take effect in June of next year.
“Certain kinds of gender stereotypes can negatively reinforce how people think they should look and behave, and how others think they should look and behave, due to their gender,” the document states. “This can lower their self-esteem and limit their aspirations and ability to progress in key aspects of their personal and professional lives,” the fallout of which makes it “appropriate to restrict ads” including such stereotypes.
Breitbart London notes that prior to the crackdown, UK advertisers were already changing their content to cater to more politically-correct sensibilities.
“The majority of 500 advertisers surveyed admitted to prioritising so-called diversity above market relevance with the insertion of same-sex couples and non-traditional families into campaigns even when doing so clashed with their brand identity,” according to Breitbart. “In addition, half of advertisers in Britain had reported using fewer white actors in their commercial spots, asserting that the demographic no longer represented ‘modern society.’”