On Tuesday the Advertising Standards Authority (ASA) announced a crackdown on gender stereotyping. Adverts suggesting men are useless around the house – racing out of the door, leaving the stove bubbling over and the dishes unwashed – could be censored because they ‘reinforce and perpetuate traditional gender roles.’ Images of beautiful mothers mopping spotless floors will be able to be banned.
How do the ASA define gender stereotypes? ‘Gender stereotypes relate to body image, objectification, sexualisation, gender characteristics and roles, and mocking people for not conforming to gender stereotypes.’ Well, that’s pretty much everyone. The ASA will have the power to make billboards bare. For as far as my own body image is concerned, I don’t need to see a gorgeous half-clad model sweating with a six-pack to be mortally offended. I feel mocked simply by seeing an advert with someone vaguely within range of their BMI.
But it’s not just a question of how individuals are made to feel.
Comments
Join the debate for just $5 for 3 months
Be part of the conversation with other Spectator readers by getting your first three months for $5.
UNLOCK ACCESS Just $5 for 3 monthsAlready a subscriber? Log in