Tag Archives: Friendly

Harmful Gender Stereotypes in Ads to be Banned

Following a public consultation, CAP has today announced that ads will no longer be able to depict harmful gender stereotypes. (…) The new rule will come into force on 14 June 2019.

This change follows a review of gender stereotyping in ads by the ASA. The review found evidence suggesting that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes.

(…) The evidence does not show that the use of gender stereotypes is always problematic and the new rule does not seek to ban gender stereotypes outright, but to identify specific harms that should be prevented.

CAP has published guidance to help advertisers stick to the new rule by providing examples of scenarios likely to be problematic in ads. For example:

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Transgender Teen is New Face of Clean & Clear Campaign


 

Jazz Jennings is a 14-year-old transgender teen, and the new face of Johnson & Johnson’s Clean & Clear #SeeTheRealMe campaign. The campaign provides a social media platform for personal coming of age stories.

Jazz recently told POPSUGAR, “the ‘See the Real Me’ campaign is so great at helping girls find the courage to open up to their peers and be themselves, and I could really relate to that. I knew doing this campaign would help a lot of teens who are struggling like I did.”

J3/UM Studios created the online content campaign that has generated a ton of positive coverage since its debut, positioning Clean & Clear as a progressive brand making significant strides in promoting acceptance while raising cultural awareness of the transgender community.

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