We all know that advertising is the work of the devil – creating entirely spurious wants, including in small children – but making it gender neutral doesn’t help. The Advertising Standards Authority is extending its brief to ensure that advertising does not confirm unhelpful sex stereotypes. That is to say, it is going to ban advertisements suggesting that little girls want to be ballerinas (Aptamil) or showing Lynda Bellingham at the stove (Bisto). Guy Parker of the ASA says, ‘advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole’; the ASA will make sure it does by stigmatising the offenders.
But the job of the ASA is not to make the world a better place; its brief is to ban advertisements that are not legal, decent, honest or truthful.
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