|

資訊

    首頁   >     行業    >     正文

    Philadelphia and VW ads banned for gender stereotyping

    摘要: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.

    熱點資訊

    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
    當前匯率  :
    --
    請輸入金額
    United Arab Emirates Dirham
    可兌換金額
    -- United States Dollar
    風險提示

    外匯天眼資料均來自各國外匯監管機構的官方資料,如英國FCA、澳大利亞ASIC等,所公佈的內容亦均以公正、客觀和實事求是為宗旨,不向外匯交易平臺收取公關費、廣告費、排名費、資料清洗費等灰色費用。外匯天眼會盡最大努力保持我方資料與各監管機構等權威資料方資料的一致及同步性,但不承諾與其即時保持一致和同步。

    鑒於外匯行業的錯綜複雜,不排除有個別外匯交易商通過欺騙手段獲得監管機構的合法註冊。如外匯天眼所公佈資料與實際情況有不符之處,請通過外匯天眼“投訴”和“糾正”功能,向我們提出,我們將及時進行核實查證,並公佈相關結果。

    外匯、貴金屬和差價合約(OTC場外交易)是槓桿產品,存在較高的風險,可能會導致虧損您的投資本金,請理性投資。

    特別提示,外匯天眼所列資訊僅供參考,不構成投資建議。外匯平臺由客戶自行選擇,平臺操作帶來的風險,與外匯天眼無關,客戶需自行承擔相關後果和責任。

    ×

    選擇國家/地區