AANA To Update Gender Stereotype Guidance

AANA To Update Gender Stereotype Guidance
Baden Parker-Brown
By Baden Parker-Brown
SHARE
THIS



The AANA today welcomed the World Federation of Advertisers (WFA’s) Guide to Progressive Gender Portrayals in Advertising, which is consistent with the established requirements in Australia.

As a WFA member, the AANA supports the collective voice of industry through the international Unstereotype Alliance to take positive steps to remove outdated stereotypes from advertising.

The AANA Code of Ethics already prohibits advertising which discriminates on the basis of gender, including sexism where conformity to negative gender stereotypes is portrayed.

The AANA Code applies to all advertisers in Australia on a platform-neutral basis.

The AANA intends to provide more details in its Code of Ethics Practice Note, which will be applied by Ad Standards Community Panel and assist advertisers in their understanding of how the Code applies to the use of gender stereotypes.

B&T is doing its own part in tackling gender inequality in media, with our Changing The Ratio conference.

Changing the Ratio will be held on May 28 at Sydney’s Belvoir St Theatre in Surry Hills. Grab tickets here, and for all other information, head to the website.

AANA CEO John Broome said, “Gender stereotypes in advertising can limit and reinforce misperceptions about roles in society. The Code of Ethics helps ensure advertisers do not use discriminatory portrayals that reinforce negative gender stereotypes.

“Advertising contributes to cultural attitudes and there is a social imperative to positively affect change in the way people are portrayed. The AANA’s new guidance aims to reinforce responsible advertising that does not diminish or limit the role of women and men in society.”

The AANA said that the Code does not prohibit all forms of gender stereotypes, such as a woman doing the washing or a man doing DIY tasks.

However, advertisers should avoid depictions that show people in an adverse light due to their gender, for example, a woman with the sole responsibility for cleaning; an advertisement that suggests a specific activity is inappropriate for boys because it is stereotypically associated with girls, or vice versa; or a man trying and failing to undertake household tasks.

Complaints about discrimination on the basis of gender, including gender stereotyping, have been, and can continue to be, made under the Code of Ethics.

Anyone concerned about the breaches of the Code can make a complaint to Ad Standards. Complaints are determined by an independent community panel, which is comprised of members of the Australian public.

Please login with linkedin to comment

    Latest comments
  • Anne Miles 3 years ago

    Hope everyone doesn’t forget that genders are actually non-binary now and talking about male and female only is actually old news.

AANA gender WFA

Latest News

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

Recommended

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]