Offence: sexualisation and objectification
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Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
On 14 December 2018, CAP announced the introduction of a new rule on gender stereotyping in ads, and on 14 June 2019, Code rules 4.9 (CAP Code) and 4.14 (BCAP Code) were introduced. This rule states that ads ‘must not include gender stereotypes that are likely to cause harm, or serious or widespread offence’. This followed a review of gender stereotyping in ads by the ASA and is also supported by additional guidance on potentially harmful gender stereotypes.
The rulings referenced below were published before the new rules came into force and so will not reference these rules, however the advice below still applies and should be read alongside the new guidance on depicting gender stereotypes likely to cause harm or serious or widespread offence.
The ASA receives many complaints about the...
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