Thursday, 17 October, 2019

UK bans ads over gender stereotypes in landmark ruling

Philadelphia cream cheese Enlarge Image Shutterstock
Patty Aguilar | 16 August, 2019, 16:49

Two television adverts have been banned in the United Kingdom for promoting gender stereotypes under new rules.

Under new guidelines that were introduced late previous year and came into effect on 14 June, advertisements in the United Kingdom "must not include gender stereotypes that are likely to cause harm, or serious or widespread offence".

An advert for Philadelphia cheese showing two new fathers becoming so distracted by snacks that they forget their babies was banned by the ASA, which said it relied on the stereotype than men are less capable of caring for children.

Jessica Tye, the investigations manager at the Advertising Standards Authority, said that both ads contained stereotypes with the potential to cause "real-world harms", such as affecting kids' career choices.

Three people complained about an ad for the Volkswagen eGolf auto, which 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 with a prosthetic leg doing the long jump before a final scene showed a woman sitting on a bench next to a pram.

It mentioned by juxtaposing photos of males "in extraordinary environments and finishing up adventurous actions" with girls who appeared "passive or engaged in a stereotypical care-giving position", the advert had advised that stereotypical female and male roles had been exclusively related to one gender.

"By their nature, ads like these divide opinion, but these rulings are based on the guidance issued to advertisers on those gender stereotypical portrayals which are likely to be considered harmful", Craig Jones, director of ASA communications, said, adding that "as always" it would listen to industry feedback.

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

Team USA Basketball Loses To A Squad Full Of G-League Players
Because Team USA, led by Spurs legend Gregg Popovich, appears to be in big trouble two weeks before the FIBA World Cup. For now, Kemba Walker is the team's best player and he is being supported by some of the NBA's young guns.

India's PM uses Independence Day to defend Kashmir changes
The speech was Modi's sixth consecutive Independence Day, having been re-elected for his second term in May. This means that neither Pakistan nor India will be there.

Apple AirPods, Watch and HomePod will not escape Trump’s China tariffs
The delay removes a " a major near-term dark cloud " over Apple, Wedbush analyst Daniel Ives said in a note to investors. Apple is reportedly now looking into moving its manufacturing out of the country in response to the increases.

The rules, which began to be enforced as of June, are meant to help quash gender stereotypes that contribute to problems including unequal pay and career opportunities limitations.

Mondelez, together with agency Clearcast and broadcaster ITV all defended the ad spot, with Mondelez arguing that the ad showed a positive image of men with an active parental role in modern society.

While chatting they accidentally find their babies are circulated away on it.

"It was never our intention to cause any offence with our new Philadelphia advert".

Ads that show men or women carrying out tasks with which their genders are sometimes associated, such as women shopping, will also be permitted. The message: "When we learn to adapt, we can achieve anything".

But the ASA found that the ad "perpetuated a harmful stereotype, namely that men were ineffective at childcare".

Could we see a similar type of regulation come to America?

In its ruling, the ASA said: "Taking into account the overall impression of the ad, we considered that viewers were likely to focus on the occupations of the characters featured in the ad and observe a direct contrast between how the male and female characters were depicted".

Recommended

Missing dentures found stuck in UK man's throat Missing dentures found stuck in UK man's throat Doctors eventually determined that the bleeding was due to internal wound tissue around the blistering caused by his false teeth. Following the removal, the man returned for a check-up six weeks later, where they found no problems from the denture-ordeal.

Raglan shooting: Tourist dead, terrified partner ran kilometres for help Raglan shooting: Tourist dead, terrified partner ran kilometres for help Police found the van at 8 a.m. about 75 kilometers away in the village of Gordonton, with the body of the Australian inside. A spokeswoman for St John said they were called to the incident at 8.11am and sent an ambulance and rapid response vehicle.

Virtual reality takes flight in British Airways trial Virtual reality takes flight in British Airways trial The airline took delivery of its newest aircraft featuring its latest generation business class seat, Club Suite, on July 29. Over the next five years, look for high-quality Wi-Fi and power in every seat, updated interiors, and 72 new aircraft.

North Korea warning: Kim fires 'two unidentified missiles' as conflict tensions explode North Korea warning: Kim fires 'two unidentified missiles' as conflict tensions explode But Pyongyang's message was clear: Moon has no right to talk about peace while conducting military exercises. However, little progress has been made on the North's stated commitment to denuclearise.

General Electric Shares Plummet on New Report Claiming 'Bigger Fraud than Enron' General Electric Shares Plummet on New Report Claiming 'Bigger Fraud than Enron' While GE had not yet read the report at the time of the statement, it denied the allegations it had heard. But he said if the figure was accurate, Culp would not have recently raised GE's 2019 financial targets.

Bruce Lee’s daughter tells Quentin Tarantino to ‘shut up’ Bruce Lee’s daughter tells Quentin Tarantino to ‘shut up’ Bruce brags in the movie that his fists are "registered as lethal weapons", adding that he'd "cripple Muhammad Ali". Or he could apologise or he could say "I don't really know what Bruce Lee was like".

July 2019 was Earth's hottest month ever recorded July 2019 was Earth's hottest month ever recorded Add Climate Change as an interest to stay up to date on the latest Climate Change news, video, and analysis from ABC News. The last five years have been the hottest on record and 2019 looks to end up among that top five ranking.

In 8 hours Liverpool boss Klopp makes clear FSG Cup rejection claims In 8 hours Liverpool boss Klopp makes clear FSG Cup rejection claims The American then beat Adrian with a fine shot after a swift run down the flank, but his effort was ruled out for offside. Mane gave Liverpool the lead five minutes into extra-time, driving home after an exchange with Firmino.

What Liverpool's Latest Goalie Injury Means For Caoimhin Kelleher What Liverpool's Latest Goalie Injury Means For Caoimhin Kelleher After an early chance for Salah, it was all Chelsea as Pedro hit the bar and Giroud shot at Adrian. Klopp was not amused by what he has seen and did not hide his feelings on the matter.

Pakistan says 5 killed by Indian fire in Kashmir Pakistan says 5 killed by Indian fire in Kashmir Associated Press writers Aijaz Hussain in Srinagar, India, Mariya Amrayeva in New Delhi and Ahmed Munir in Islamabad contributed. The prince, or maharaja, agreed to have Kashmir become part of India under duress .

Rival plans to stop no-deal Brexit clash Rival plans to stop no-deal Brexit clash However, his chances of success were crippled by the Leader of the anti-Brexit Liberal Democrat party, Jo Swinson, who said Mr. Johnson's "do or die" pledge, lawmakers are urgently seeking a way to remove him or change the law to delay Brexit .

Huawei Mate X will launch in November after Samsung Galaxy Fold Huawei Mate X will launch in November after Samsung Galaxy Fold Except we all know they both lost to Royole who released their bendy phone earlier in the year, when it sold out in hours. So close, yet so far for Huawei , whose foldable Mate X smartphone is reportedly being delayed once again.

Dayton mass shooter had drugs in his system, coroner says Dayton mass shooter had drugs in his system, coroner says A judge has been reviewing where Kollie would stay under house arrest with electronic monitoring and other conditions. Dayton police Chief Richard Biehl said the goal of police was to end the violence on the night of the shooting.

Ewan McGregor May Return As Obi-Wan Kenobi For Disney One likely venue could be the upcoming D23 Expo , a Disney fan convention to be held in Anaheim, California from August 23-25. Time to dust off that lightsaber.

German GDP shrinks in second quarter German GDP shrinks in second quarter The development of foreign trade dragged economic growth as exports logged a stronger quarter-on-quarter decline than imports. He added: "The bottom line is that the German economy is teetering on the edge of recession".