We've published Depictions, Perceptions and Harm, following a major review into gender stereotyping in advertising.

Our new report provides an evidence-based case for stronger regulation of ads that feature stereotypical gender roles or characteristics which might be harmful to people, including ads which mock people for not conforming to gender stereotypes.

Check out our short video with Ella Smillie, Project Lead, for an overview of why we conducted the research and what we learnt. Plus, be sure to read:

Depictions, Perceptions and Harm - the full report


Depictions, Perceptions and Harm - summary report


additional information and appendices

Stay up to date

Publishing this research is the first step towards updating how the ASA regulates gender stereotyping in advertising. CAP will now consult on how to implement the findings of this report, and will be making announcements as the year progresses.

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Additional Information

Here you'll find information in support of the research and the report that we've produced:

Depictions, Perceptions and Harm - summary report


Annex A FINAL International and European Legislation and Rules


Annex B Seminar Attendees


Qualitative Research for Gender Stereotyping in Advertising - report


Qualitative Research for Gender Stereotyping in Advertising - Appendix


ASA news: publishing our research