New guidelines to stop “harmful” gender stereotyping come into force
ARE YOU beach-body ready? London commuters may remember this question from a controversial 2015 ad on the city’s underground featuring the now-infamous words alongside a bronzed, bikini-clad model. The campaign, which sparked cries of “body-shaming” from activists, led to a protest in Hyde Park in London and a change.org petition that attracted more than 70,000 signatures. Whether the advertiser, Protein World, benefited is unclear. But protesters eventually got their way.
Some consumers will welcome the changes. Whether it be teenage girls fretting over their figures or fathers struggling with everyday household tasks, 48% of women and 44% of men think there are too many outdated stereotypes in television ads . Nearly half of women and almost a third of men resent the way their gender is portrayed. Many big brands have yet to adapt.
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