Yardley MP Jess Phillips helped the Advertising Standards Agency (ASA) launch their report into sexist stereotypes in Parliament.
The ASA’s report is part of an effort to address the portrayal of women in ads in particular. The crackdown by ASA will toughen rules on ads that are deemed to present activities as only appropriate for one gender or another, or that mock those who do not conform to stereotypical gender roles.
Advertisements that perpetuate sexist stereotypes, from men bungling housework to girls being less academic than boys, will be banned under rules being proposed by ASA.
It will also toughen rules on ads that “body shame” young women after an outcry over Protein World’s controversial “Beach body ready” campaign, which was not banned despite a petition with 70,000 signatures claiming that its depiction of a bikini-clad model in an ad for a weight-loss product was socially irresponsible.
Ella Smillie, lead author of project at ASA, said:
“Our review shows that specific forms of gender stereotypes in ads can contribute to harm for adults and children.”
“Such portrayals can limit how people see themselves, how others see them, and limit the life decisions they take. Tougher standards in the areas we’ve identified will address harms and ensure that modern society is better represented.”
Jess Phillips MP said:
"Women can be brilliant without men being one dimensional, which is why I'm really excited by this report."
"I congratulate ASA on producing something that people have been waiting a long time for!"