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UK prohibits ads promoting "harmful gender stereotypes," tying physics to romantic success



The Ad Practices (GPA), the UK's advertising regulator, has adopted a rule that prohibits advertisements from using "sterilized" stereotypes or involving only one gender engaged in specific activities.

The regulation announced in December came into effect on Friday and allowed the Advertising Standards Agency (ASA) to review ads for unwanted gender-based stereotypes. ASA has pushed for regulation after a study, concluding that stereotypes can "limit" people's choices and prevent them from "fulfilling their potential," according to the BBC.

  A happy confident woman will work and her husband prepares dinner

A happy confident woman will work and her husband will cook dinner.

According to ASA's announcement, the rule will not prevent ads containing only one sex, a woman who is shopping, attractive people or a way of life, or the use of gender stereotypes to "challenge their negative effects."

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It is likely to censor the content that highlights the differences between the stereotyped characters of boys and girls (courageous to care), deny men stereotyping

"There is considerable evidence ", he says the report of the agency, "that gender inequality is causing real harm to adults and children." “/>

This rule applies to advertisements that concern to physical attractiveness, and warns against ads that link physical attractiveness to social and romantic success. "Advertising should not mean that their physique is an important reason why they are not successful, for example in their romantic or social life," he said. agency.

"New mothers advertising that suggests it looks attractive or preserving the home is a priority over other factors, such as their emotional well-being," he writes.

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During an interview with talkRADIO, Shabnum Mustafa from ASA defends the idea that ads can cause "real harm."

"This is cumulative," she said, noting that ads are contributing to other aspects of the media to harm the potential of women

advertisements that race, religion and beliefs, sex and sexual orientation, disability or disease, and age.

Regulation came as UN Women announced a new campaign aimed at achieving "gender equality"

"Despite some progress , it is true that for most women and girls in the world it is too slow, and in many places we see a significant boost, "Phumzile Mlambo-Ngcuka, executive director of the agency, said in May.

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"Women continue to be discriminated against and their contributions are underestimated," she added. "They work harder, earn less and have fewer choices for their bodies, their livelihood and their future than men – and they experience multiple forms of violence at home, at work and in public spaces."

Mlambo-Ngcuka said the general equality campaign aims to accelerate systematic changes to "laws, policies, and obsolete attitudes that no longer have to restrict the voice, choice and safety of women."

Associated Press contributed to this report.


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