UK Proposes Crackdown On Ads That Reinforce Gender Stereotypes

The Advertising Standards Authority (ASA) in the UK has proposed a crackdown on advertisements that use “body shaming” or reinforce “gender stereotypes…”

According to The Guardian, the proposed ASA guidelines would, among many things, disallow advertisers from portraying men as “trying and failing to undertake simple parental or household tasks.”

The proposed ASA rules don’t just go after ads about helpless fathers either.

They also go after ads that feature things like a supermom figure picking up after her multiple family members or mockery of people that do not conform to gender stereotypes.

This isn’t the first time the UK has moved to clamp down tremendously on advertisements.

The Guardian reported early last year about a Gucci ad that which was banned from the UK for showing an “unhealthily thin” model which is also apparently banned in the UK.

Image via The Guardian / ASA

The ASA stated it banned the image for the following reasons…

We noted that the model leaning against the wall was wearing a long dress so that only her lower legs, ankles, neck and head were visible.

We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body.

Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small.

We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt.

For those reasons, we considered that the model leaning against the wall appeared to be unhealthily thin in the image, and therefore concluded that the ad was irresponsible.

Now the UK’s ASA is proposing cracking down on ‘sexist’ ads showing hard-working mothers cleaning up after their family…

The Guardian sheds some lights on the details:

For example, ads that would probably be banned under the proposed new rules include “showing family members creating a mess while a woman is seen having the sole responsibility cleaning it up.”

Of course Al Jazeera+ is hyped about all this.

Ban on Sexist Ads in the UK

Say goodbye to these gender-stereotyping ads.

Posted by AJ+ on Monday, July 24, 2017

Watch MILO talk about The Unholy Alliance: Feminism and Islam.

The Guardian
The Guardian (2)



  1. James Lipton

    July 31, 2017 at 11:27 pm

    Wait… They banned an ad with a model who looked unhealthy? Isn’t being overweight unhealthy too?

    • Jena Witherson

      August 1, 2017 at 4:50 am

      Not to the fat asses who wanted this.

    • allbuss84

      August 1, 2017 at 4:32 pm

      I went to the dumpy mall my city this past weekend to go to a new kids aquarium that opened up. They had mannequins in one of the stores with built in fat rolls. Hahaha…

  2. Jesse James

    August 1, 2017 at 12:26 pm

    Ugh, couldn’t read any further! “Muh fat-ableist shaming” of an anorexic women is hate speech!


  3. Eric Moreland

    August 1, 2017 at 4:23 pm

    So the world of advertising is no longer allowed to do what it wants. How Orwellian…

  4. Hermann Morr

    August 1, 2017 at 4:28 pm

    This happens when the country is governed by the Labour… ahem….no.wait..

  5. allbuss84

    August 1, 2017 at 4:29 pm

    I can’t wait for the burly construction worker guy complaining about feminine itch, ad. Monistat 1 to the rescue!

  6. anna

    August 1, 2017 at 4:43 pm

    I always thought those ads should show the mom making those kids clean up after themselves, it would make more sense….that’s how it was when I was growing up.

  7. ShikokuPrincess91

    August 1, 2017 at 5:35 pm

    What’s wrong with the U.K.?
    Losing an empires make people go crazy.

    I’ve already long since given up trying to figure out what’s wrong with Japan. But it seems like our people go into weirder but non polit Cal directions.

  8. Zandranna

    October 5, 2017 at 9:49 am

    I’m just sick to death with all this forcing political correctness down our throats. It’s all such bull. The world has been turned upside down with it all and it just makes everyone miserable and discontented with their lot. The young people of today are more confused about their sexuality than ever before. Half of them don’t know whether they are a he, she or an it.

    In my day we felt flattered when a bloke wolf whistled at us, it made our day. Now the poor buggers risk arrest if they even look admiringly at a female and the feminists put it down as a rape statistic.

    If a woman wants to stay home and bring her kids up instead of farming them out to some nursery while she works she is looked down upon, yet bringing up my Daughter was the happiest years of my life.

    Honestly! Words fail me.

Leave a Reply

Your email address will not be published. Required fields are marked *

To Top