The world has gone mad as adverts banned due to gender stereotyping rules.
For a long long time, it has a been well-known stereotype that men are motivated by a sense of adventure while women focus on caring for their family. But two adverts one for Volkswagen and one for Philadelphia cheese are going to be the first ones to be banned under the new rules to prevent stereotyping. Only three people complained at the Volkswagen electric car advert, and only one person objected to Philadelphias advert.
The Advertising Standards Authority have said that the Volkswagen advert had caused offence by showing men in adventurous activities and women in a care-giving role. The advert begins with male and female climbers asleep in a tent. It then shows two male astronauts floating in a spaceship, followed by a male athlete with a prosthetic leg doing the long jump. In the final scene, it shows a woman sitting on a bench next to a pram. Volkswagen said that the core message was centered on the ability of the human spirit to adapt to challenges and change.
A complaint that advert suggested men were incapable of looking after children
The Philadelphia advert shows two men looking after babies when one of them leaves his on a conveyor belt. One person complained that the advert suggested men were incapable of caring for children and would place them at risk as a result of their incompetence and therefore the advert perpetuated a harmful stereotype. Philadelphia said the advert was intended to highlight their products appeal by showing a humorous situation where the gender rules could be reversed.
The offending adverts were both broadcast on the day the new rules came into force June 14th. The new rules say that advertisements must not include gender stereotypes likely to cause harm or serious or widespread offence.