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UK CD here. It'll be enforced by the ASA, who have the power to ban adverts. Generally they wait until someone complains about the ad before it's taken down / off air. No fines will be levied. Instead the brands will just have to deal with the wasted expense of creating an ad that will never run, and the bad PR of being labelled a gender stereotyper.
More info here (and the rest of their site is pretty interesting too): https://www.asa.org.uk/news/ban-on-harmful-gender-stereotypes-in-ads-comes-into-force.html
I should also add that the ASA are generally a fairly enlightened group. This won't be some draconian witch-hunt like you'd expect to see in the States. The intent is not to completely remove stereotypes overnight, it will simply be to encourage brands to think a little more carefully about their casting and storytelling. Their agencies should be telling them this all the time anyway. Stereotypes are shortcuts. As are clichés. And all creatives hate clichés.
Having the government decide what is and isnât a gender stereotype sounds like a horrific idea. Especially given people like Jeremy Corbynâs track record.
How are rules like these enforced effectively? Iâm all for breaking down stereotypes, but it feels like it could get pretty subjective. (I ran out of free NYT articles for this month so I canât read what it says)
Somebody said hella? Is there another Californian in here? âïž As for NYT subscription, hereâs an idea: pay for the weekly Sunday paper delivery (reading an actual paper is fun and it takes days) and then you get to read all the articles online anyway.
Ironically, in my post above I stereotyped people in the States as witch hunters. Apologies.
As a woman with supernatural powers, I offended! đ
Wow white people really seem to have a problem with this. đ
Ding ding ding there it is - the âwhite people"
They dont need to ban shit. Public outcry does the job anyway these days. Banning communication ideas is a slippery slope and its not like the ads are promoting some cruel practice but just an outdated stereotype
Agree, but in this case, stereotypes based on nationality, looks, education, social groups etc. should also be banned.
Why would anyone be mad about this? Very confounding. I would be appalled except I live in the United States in 2019.
Sad that this took so long.
Good or bad, I thought stereotypes were earned over time. I mean a stereotype was never come upon as a one off occurrence. Banning them wonât make them disappear.
@SVP maybe itâs you. Maybe you turned your daughter into a feckless Kardashian meets Clueless while grooming your son to be a mature, responsible and âtake the wheelâ sort of person. Ever thought of that? Iâm a woman and Iâm a great driver. My stepdad taught me how to drive. Iâve been driving a stick since I was 15. I was never a girly girl and I always loved driving. I have impressed many boys and many men with my razor sharp driving skills over the past 30 years (still driving a stick today). There may not be that many Danica Patricks in the world but that doesnât mean there couldnât be plenty of them. Many women grow up with parents who train them to think of themselves as less than men. It happens in the nicest of households.
Whatâs the difference between a stereotype and a behavioral heuristic? I mean, advertising works by using generalizations about different types of people to be able to target them effectively. If research shows that moms do most of grocery shopping in households, is it now illegal to show a mom in ad buying something at the grocery store? If the joke is that men donât put the seat down after they use the toilet, is it illegal to tell it? Iâm all for going against stereotypes, but where the hell do you draw the line?
So make them... donât need a law for that.
Seems vague and subjective. Especially if itâs complaint based. If every ad that ever bothered someone got removed there wouldnât be any left (especially any of the good/interesting ones) And Iâm not sure trying to reduce the portrayal of stereotypes is worth restricting free speech.
Try reading the ASA site and understanding their approach before making assumptions (or stereotyping regulators). They only take action if an ad causes "widespread offence". They don't care about one idiot with an axe to grind. And often the most complained about ads don't get banned at all.
For example: https://www.asa.org.uk/news/top-10-most-complained-about-ads-from-2017.html