|

Information

    Homepage   >     Industry    >     Main body

    Philadelphia and VW ads banned for gender stereotyping

    Abstract:Image copyrightMondelezUK Image caption The Philadelphia cheese advert showed children being left on

      Image copyrightMondelezUK Image caption

      The Philadelphia cheese advert showed children being left on a restaurant conveyor belt

      Television advertisements from US food giant Mondelez and German carmaker Volkswagen are the first to be banned under new UK gender stereotyping rules.

      A ban on ads featuring “harmful gender stereotypes” or those which are likely to cause “serious or widespread offence” came into force in June.

      The first banned ad, for Philadelphia cheese, showed two fathers leaving a baby on a restaurant conveyor belt.

      The other, VW ad, showed men being adventurous as a woman sat by a pram.

      Complaints

      Some 128 people complained to the Advertising Standards Authority (ASA) about the Mondelez advert for its Philadelphia cheese which featured two dads leaving a baby on a restaurant buffet conveyor belt as they were distracted by the food.

      Complainants said the advertisement perpetuated a harmful stereotype by suggesting that men were incapable of caring for children and were so incompetent they would place youngsters at risk.

      Image copyrightVolkswagenImage caption

      The VW ad showed a woman sitting with a pram as the eGolf car drives by

      Meanwhile, three people complained about an ad for the Volkswagen eGolf car.

      It showed a sleeping woman and a man in a tent on a sheer cliff face, two male astronauts floating in a space ship and a male para-athlete doing the long jump, before cutting to the final scene showing a woman sitting on a bench next to a pram.

      Complainants said that the ad perpetuated harmful gender stereotypes by showing men engaged in adventurous activities in contrast to a woman in a care-giving role.

      Image Copyright @BBCr4today@BBCr4today

      Report

    Twitter

      Image Copyright @BBCr4today@BBCr4today

      Report

      Jess Tye, investigations manager at the Advertising Standards Authority, told the BBC that gender stereotypes in advertising could cause “real-world harms”.

      “Ads that specifically contrast male and female stereotypes need to be handled with care,” she said.

      “It's about thinking about what the cumulative effect of those gender stereotypes might be.”

      'Code breached'

      Mondelez UK argued that the ad showed a positive image of men with a responsible and active role in childcare in modern society. It said it chose to feature a pair of fathers to avoid a stereotype of new mothers being responsible for children.

      Image copyrightMondelezUKImage caption

      Mondelez UK said the ad showed a positive image of men

      The ASA said the ad had a light-hearted and comical intent, but portrayed the men as “somewhat hapless and inattentive, which resulted in them being unable to care for the children effectively”.

      It said the ad “relied on the stereotype that men were unable to care for children as well as women, and implied that the fathers had failed to look after the children properly because of their gender”.

      Volkswagen UK said that its ad made no suggestion that childcare was solely associated with women, and the fact that the woman in its advertisement was calm and reading could be seen as going against the stereotypical depiction of harassed or anxious parents in advertising.

    •   'Harmful' gender stereotypes in adverts banned

    •   Watchdog bans gender stereotypes in adverts

    •   C4 offers £1m for 'positive' gender ads

    •   Co-op in Easter egg advert sexism row

      The ASA said the ad presented gender stereotypes “in a way that was likely to cause harm and therefore breached the code.”

      It said by juxtaposing images of men “in extraordinary environments and carrying out adventurous activities” with women who appeared “passive or engaged in a stereotypical care-giving role”, the ad had suggested that stereotypical male and female roles were exclusively associated with one gender.

      The ASA introduced its ban two months ago because it found some portrayals could play a part in “limiting people's potential”.

      The new rules cover both broadcast and non-broadcast adverts, including online and social media.

    Latest News

    United Arab Emirates Dirham

    • United Arab Emirates Dirham
    • Australia Dollar
    • Canadian Dollar
    • Swiss Franc
    • Chinese Yuan
    • Danish Krone
    • Euro
    • British Pound
    • Hong Kong Dollar
    • Hungarian Forint
    • Japanese Yen
    • South Korean Won
    • Mexican Peso
    • Malaysian Ringgit
    • Norwegian Krone
    • New Zealand Dollar
    • Polish Zloty
    • Russian Ruble
    • Saudi Arabian Riyal
    • Swedish Krona
    • Singapore Dollar
    • Thai Baht
    • Turkish Lira
    • United States Dollar
    • South African Rand

    United States Dollar

    • United Arab Emirates Dirham
    • Australia Dollar
    • Canadian Dollar
    • Swiss Franc
    • Chinese Yuan
    • Danish Krone
    • Euro
    • British Pound
    • Hong Kong Dollar
    • Hungarian Forint
    • Japanese Yen
    • South Korean Won
    • Mexican Peso
    • Malaysian Ringgit
    • Norwegian Krone
    • New Zealand Dollar
    • Polish Zloty
    • Russian Ruble
    • Saudi Arabian Riyal
    • Swedish Krona
    • Singapore Dollar
    • Thai Baht
    • Turkish Lira
    • United States Dollar
    • South African Rand
    Current Rate  :
    --
    Amount
    United Arab Emirates Dirham
    Convertible Amount
    -- United States Dollar
    Warning

    The data of WikiFX all comes from official data of various forex regulatory institution such as FCA,ASIC,etc. These data are all purpose of being fair、objective and realistic,which doesn't ask for any public relations fees, advertising fees, ranking fees, data removing fees and other gray fees.WikiFX will do its best to maintain the consistency and synchronicity of its data with that of authoritative data sources with regulatory authorities, but will not undertake to keep it consistent and synchronized in real time.

    Given the complexity of forex industry, some brokers are issued legal licenses by cheating regulation institutes. If the data published by WikiFX are not in accordance with the fact, please click "Complaints "and "Correction" to inform us. We will check immediately and release the results.

    Foreign exchange, precious metals and over-the-counter (OTC) contracts are leveraged products, which have high risks and may lead to losses of your investment principal. Please invest rationally.

    Special Notice: Information provided by WikiFX is only for reference and does not indicate any investment advice. Investors should choose brokers by themselves. The risk involved with brokers is not relevant with WikiFX. Investors shall bear the relevant consequences and responsibilities on his own.

    ×

    Select Country/District